Regional airline Bmi has undergone its latest rebranding exercise, and will now be known as Flybmi (styled as flybmi) in keeping with its website address

The former regional subsidiary of British Midland International began operations as an independent carrier in October 2012, following the intergration of Bmi mainline into BA’s Heathrow operations, and the sale of Bmi Regional to Sector Aviation Holdings.

The carrier continued to be marketed under the name Bmi Regional before recently becoming known simply as Bmi, and now Flybmi.

As part of the rebrand the airline has unveiled a new mobile optimised website design, with a revamped booking engine.

Flybmi said that the new brand and logo “retains investment in the current name and visual identity, which still references the history of the Bmi brand while appealing to a broader European audience”.

Commenting on the changes marketing and customer director Antony Price said: “We have worked very hard to create an easy to use website working equally well on all user interfaces that appeals to both our corporate and leisure customers.

“We believe the new site does exactly that. The clean, sharp design makes it easy for time pressed business travellers to navigate and book flights and find important content, whilst the redesigned destination reviews are there to inform and inspire those looking for a holiday or mini break within Europe.

“We’re also delighted that both the website and official title of the airline will now be consistently referred to as flybmi. It will refresh and enhance the brand.”

Flybmi serves 43 destinations across the UK and Europe, with operating bases at Aberdeen, Brussels, Bristol, East Midlands, Newcastle and Munich.