New logo for Biman Bangladesh Airlines

Biman Bangladesh Airlines is expected to rebrand itself, bringing changes to its livery and logo. In sync with promises to improve services both in air and on the ground, Biman plans to come up with a new look in the third week of January. Four leased aircraft, now being painted with the new logo, will join the Biman fleet this month. "We want to infuse new life into Biman so it can be a truly commercially viable airline," Biman's Managing Director and Chief Executive Muhammad Zakiul Islam told The Daily Star. "We want to bring a feeling of change." He said Biman wants to launch the 38- year-old state-owned carrier with new livery and promises. Balaka, the logo of Biman, will be there but in a modified shape. "The logo will be more dynamic, lively and forward-looking," the Biman MD said. But artists differed on the move to modify the logo designed by the late painter Quamrul Hassan. "No-one should have the right to tamper with other's works. Why is it necessary to change the logo when it has become popular, both at home and abroad?" said Prof Hashem Khan, a noted painter. But Kazi Wahidul Alam, editor of aviation and tourism fortnightly The Bangladesh Monitor, said any logo has an impact. "There should be an element of motion in the Biman logo." "It will bring fresh vigour to Biman. Different airlines, like British Airways, have undertaken rebranding to begin anew. The changes in livery and logo may bring benefits, given improvements in services." Biman appears to have moved to revive its image dented by various factors, including flight delays. Insiders said Biman took the initiative during the caretaker government's rule to change passengers' perception about the carrier by infusing dynamism in its services. Ten new aircraft purchase deals with US plane- maker Boeing also persuaded the Biman management to consider massive rebranding, as a gradual induction of the new planes is expected to help the carrier ensure on-time departures. "Hospitality will be one of the main pillars of our promise," said Zakiul Islam of Biman. The theme line of Biman -- Your home in the sky -- is expected to remain. "We want to ensure travellers comfort, both in air and on the ground. " Insiders said Biman selected its new livery and reviewed the logo out of about 100 designs, while a SWOT (strengths, weakness, opportunities and threats) was also done to select its future outlook. With the help of on-board customer surveys, Biman is investigating complaints to rectify and fulfil customer needs. Efforts are also on to create a service-oriented mentality and culture among all Biman staff. "We are sincerely trying to make it happen. You will be able to see results soon," said Civil Aviation and Tourism Secretary Shafique Alam Mehedi. Biman posted a gross profit of Tk 34.45 crore in the July-September period of fiscal 2009-10. The rebranding initiative comes as the airline expects to strengthen its beleaguered fleet by leased aircraft -- one Boeing 777-200 ER, two Boeing 737-800 NG and one A-310 this month. These aircraft will be used to resume flights to three destinations, including New York, and open as many new routes this year.