The iconic BMW “propeller” logo just got a revision for the modern age. After 20 years of dutiful service from its old design, the BMW roundel is getting a more minimalist and transparent reworking, both in the literal and figurative sense.
Designed for use with the BMW, BMW i, and BMW M brands, it doesn’t seem that the new roundel is intended for BMW Motorrad…yet, which is a curiosity to corporate branding strategy.
But for the reasons for the change, it mostly seems to be gear the BMW brand to younger buyers, and to allow the roundel to be used more effectively for online media.
The rollout of this logo began this week, but it will take until the end of May for the transformation to be fully implemented. BMW says that new logo is only for new media branding, and will be used in addition to the existing logo., which is a bit odd and confusing.
However, the new logo won’t be used on the vehicles themselves, or with the exterior and interior labeling our dealerships. For those use cases, the existing logo remains in use there.
Of course, BMW has a bunch of marketing-speak to help justify the change. We don’t normally publish raw press releases, but the excerpt below is an interesting insight into classic business buzzword bullshit:
The new design is an expression of the revised brand identity, which places the customer at the centre of all activities. Pared-down and two-dimensional, it conveys openness and clarity. The additional transparent version of the logo is a more open invitation than ever for customers to join the world of BMW. The change reflects BMW’s transition from centring purely on the automotive world to being about technology and connections.
The latest look of the BMW brand is geared towards the challenges and opportunities of digitalisation. The redesigned logotype expresses openness and strength of character to ensure a contemporary, future-proof presence both on- and offline.
“BMW is becoming a relationship brand. The new communication logo stands for openness and clarity.” says Jens Thiemer, Senior Vice President for Customer and Brand BMW. “We want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW. In addition, our new brand design is geared to the challenges and opportunities of digitalization for brands. With visual restraint and graphic flexibility, we are equipping ourselves for the vast variety of touch points in communication at which BMW will be present, online and offline, in the future. This additional communication logo symbolizes the brand’s significance and relevance for mobility and driving pleasure in the future.”
Source: BMW
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