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Loewy creates identity for Heathrow biometrics trial

LONDON - Loewy has unveiled a unique identity for a new passenger screening initiative at Heathrow airport.

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The brand communications agency has created a logo for the British Airports Authority's advanced passenger screening system, currently in operation at Terminal 3.

The system, MiSense, sees passengers' fingerprints biometrically scanned at the same time as their passports, allowing for quicker boarding.

The logo has been designed to reflect a blue and green petal and is whorl-shaped, with the word MiSense written in green in the space within the petals.

Loewy has also developed a range of materials alongside the logo, including a membership card, leaflets, instructional and directional signs, and stickers on barriers and scanners.

BAA's head of product development, Stephen Challis, said: "It was imperative that the communications materials were simple but also important that they reflect the technological innovation which is a key part of MiSense."

Linda McQuillan, Loewy's director of corporate communications, said: "We were tasked with creating an identity and communications materials that were authoritative and easy to understand. This is a fantastic addition to the work we do for this key client."

BAA is also experimenting with Loewy on the branding of its directional symbols and is introducing a range of own-label products for air passengers.

The products are initially available at Terminal 3 and include branded ear-phones, ear-plugs, luggage stamps, alarm clocks, padlocks, travel fans, travel socks, travel adaptors and pillows.

According to Loewy, 140 million passengers who pass through Heathrow every year use the signs an average of 30 times per trip.

BAA's communications design manager, Nigel Clarke, said: "Like Harry Beck's underground map, our 'wayfinding' symbols are a prime example of iconic information design and stand out like yellow and black beacons as a visual thread through our airports.

"It was time to take these symbols direct to the consumer and explore their commercial benefits for the first time."

McQuillan added: "The wayfinding symbols are possibly one of BAA's greatest brand assets and have huge potential to bring commercial benefits to the company."

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