The future of BMW is not dynamic. Maybe that’s not true of the brand as a whole, but it’s logo sure has taken a new, simplified route. BMW says that the change, “delivers on the expectations and visual style of today and is better-suited to the digital age.
A logo is considered an expression of a brand, showcasing the identity of its products under a common seal that sets the tone of the company. BMW says that the new logo, “conveys openness and clarity.” It’s restrained and two-dimensional, to say the least.
BMW has introduced a new logoPhoto courtesy of BMW
The change also signals the company’s transition from an automaker to a player in the tech and connections space, according to a release. That’s a trendy thing to say.
“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.”
The new brand design has already launched. By May 31, all communications, on- and offline, and international trade fairs and events will feature the new logo. Thankfully, the new logo won’t be use on the vehicles or in the exterior and interior labeling our dealerships, the existing logo remains in use there.