Birmingham Airport has adopted a new logo and dropped “International” from its name, as it prepares to unveil a £13 million terminal redevelopment next year.
As the UK’s sixth largest airport, and the second largest outside London, the airport clearly feels that it is no longer necessary to include the word “International” as part of its name, and will now be known simply as Birmingham Airport.
It will however market its global aspirations with the use of a “Hello World” message throughout the airport, along with images of people from different countries “to demonstrate the global links offered and its multicultural environment”.
The airport will unveil a £13 million redevelopment programme in spring next year, with its two terminals merged into one facility, offering new shops and restaurants, and an increased security search area.
Commenting on the rebrand, the airport’s CEO Paul Kehoe said:
“Our current brand identity doesn’t reflect what we’re about now and what we aspire to be in the future. We want to embrace the fact that we can connect people to over 400 different places worldwide and want people to feel proud and excited about the opportunities that lie ahead.
”There are around 8 million people living within an hour’s drive of the Airport but less than 40 per cent of this demand uses Birmingham; we are determined to increase this figure over the next few years. We want people to think about their journey in a new way, and not to be bound by old habits.”
Birmingham is not the only airport to undergo a rebranding recently – earlier this year Gatwick airport dropped its London prefix as part of a £1 billion revamp, while in 2009 Oxford airport added London to its name, despite being around 60 miles from the capital.
For more information visit birminghamairport.co.uk.
Report by Mark Caswell
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