In The South

No new sponsor for beleaguered Brighton tourist attraction i360

Graham Robson October 13, 2022

Beleaguered Brighton tourist attraction the British Airways i360 is to become ‘Brighton i360’ from Tuesday, November 1.

As part of the attraction’s ‘rebrand’, a new logo will be adopted – with changes made to the viewing tower’s large-scale external signage, a new lighting scheme and new staff uniforms designed by Gresham Blake.

The news comes just a few months after the attraction agreed new loan terms with Brighton & Hove City Council, whereby the council will take nearly all profits that the i360 makes, leaving enough for operational needs.

Ian Hart, Chief Operating Officer, said: “As one of the city’s major tourist attractions we are thrilled to rebrand to our new name of Brighton i360. It enables us to further embrace all that is great about our wonderful location and community here in Brighton and injects a sense of fun.

“Part of embracing our local community is working with local businesses and suppliers, so it has been especially satisfying to work with two Brighton based businesses to develop our new brand identity.  Local brand agency, Designate, has designed our new logo, brand guidelines and advertising campaign.  Fashion designer, Gresham Blake, has designed our fabulous new uniform.”

Julia Barfield, the Architect and Chair of Brighton i360, added: “The i360 was conceived to give a new perspective and appreciation of the city and its surroundings. I am absolutely delighted that with our change of name we are, in a sense, becoming even more Brighton.”