BMW has unveiled a new logo, as part of an update to its brand identity.
The new, flat version of the familiar roundel is one of the “first steps” of the updated identity, according to the company. It was revealed with the images of the BMW Concept i4 vehicle and represents a “look ahead” at the i4, which has a planned production date of 2021.
Jens Thiemer, senior vice president of customer and brand at BMW, says: “BMW is becoming a relationship brand.
The new logo and brand design symbolise the brand’s significance and relevance for mobility and driving pleasure in the future.”
The rebrand was designed together with Munich-based studio BECC Agency.
The previous logo’s black ring has been replaced with a transparent one, which aims to “radiate more openness and clarity”, Thiemer says.
“We want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW,” he adds.
The company is seemingly hoping to expand the “world of BMW”. Thiemer says that the new brand design is “geared to the challenges and opportunities of digitalisation for brands”.
The transparent, two-dimensional has more “graphic flexibility” than the previous logo (which was designed in 1997). That is important when considering “touchpoints in communication” both “online and offline”.
A transparent logo is certainly more applicable across digital applications. It is also in keeping with another German car company, Volkswagen (VW), who last year revealed a two-dimensional design in preparation for an “electric future”. VW’s new badge means it can be illuminated on the front of vehicles and at showrooms.