BMW new Logo?

BMW has apparently changed their iconic three dimensional Blue, Black and white, with the font in Silver to a minimalist flat Blue and White, with the font in white or frozen light copper as is seen in their latest Concept i4. Gone is the black ring that surrounded the blue-and-white pie inside. The ring is now transparent, letting the Frozen Light Copper of the concept shine through.

So what do you think? The iconic three dimensional logo was last introduced in 1997, so is the change necessary and evolving? Some marketing players are arguing on “why fix when it is not broken” while others find this minimalist design refreshing. Will there be resistance to this change amongst BMW  fans?

Jens Thiemer, Senior Vice President Customer & Brand BMW explains, “BMW becomes a relationship brand. The new communication logo radiates openness and clarity. With this new transparent variant, we want to invite our customers more than ever to become part of the BMW world. In addition, our new brand design is geared to the challenges and opportunities of Digitization for brands. With visual restraint and graphic We are equipping ourselves flexibly for the wide variety of contact points in communication at which BMW will show its presence online and offline in the future. The additional communication logo symbolizes the significance and relevance of the brand for mobility and driving pleasure in the future.”

BMW is the latest of the Big Four German car manufacturers to update its logo to a more modern, minimalistic aesthetic. Mercedes-Benz in 2008, Audi in 2017 and Volkswagen in 2019.