The i360’s signage has now been changed following the departure of British Airways as the landmark’s sponsor.

It was revealed last month that from November 1 the viewing tower would have no new sponsor and would be known as Brighton i360, which owners said would “further align the attraction to the city of Brighton and Hove”.

As well as the change in external signage, there are new staff uniforms and a new lighting scheme for the tower and pod.

The red, white and blue livery of the i360’s logo has also been changed to a pink and white design, featuring a graphic of the 162-metre tower.

The Argus: The i360 The i360 (Image: Sussex News and Pictures)

Speaking last month, Ian Hart, chief operating officer of the i360, 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.”

The landmark worked with Brighton-based brand agency Designate and fashion designer Gresham Blake to design the i360’s new logo, advertising campaign and uniforms.

Julia Barfield, the architect and chairwoman of Brighton i360, said: “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.”

The Argus: The i360 before the rebrandThe i360 before the rebrand (Image: Sussex News and Pictures)

As part of celebrations to mark the rebrand, resident members of Brighton i360 have been invited to a special event on board the pod today.

British Airways announced it would end its sponsorship of the i360 once its contract ended in November. The announcement came as the tower continues to struggle to meet visitor targets.

Financial reports released last year revealed that the viewing tower made a loss of more than £5 million at the height of the pandemic, with Brighton and Hove City Council owed around £48 million.

The tower, which first opened in 2016, cost £46 million to construct, with £36 million being funded through a loan from the council.