The fresh new look of BMW’s ‘flat’ logo is to communicate a sense of "openness and clarity", meanwhile, reaching expectations of consumers of the Digital Age by ensuring “a contemporary, future-proof presence".
The fresh new look of BMW’s ‘flat’ logo is to communicate a sense of “openness and clarity”, meanwhile, reaching expectations of consumers of the Digital Age by ensuring “a contemporary, future-proof presence”. The signature black rim is replaced by a transparent border. From March 3rd the new logo has been used for online and offline communications, along with trade fairs and events.
Transparency And Openness For Customers
The intention behind the first transformation of the logo in over twenty years is to demonstrate to consumers that BMW encourages them to become part of the unique brand. It is also born out of a requirement to overcome the digitisation of brands, with “visual restraint and graphic flexibility”.
The design itself is relatively minimalist, making it suitable for all-round communication. It will be used alongside the original for the time being. BMW said in a statement that, while the new logo is a response to media branding, “it won’t be used on the vehicles or in the exterior and interior labelling of our dealerships; the existing logo remains in use there”. Ultimately, they will co-exist.
Response To New BMW Transparent Logo
Inevitably, the new logo design was met with a mixed response. While many have applauded the minimalist style and rejection of the dated 3D effect that was introduced in 1997, others detest this attempt by BMW to please a ‘modern’ crowd. Some have compared the design to a poker chip (which, as far as we are concerned, makes it pretty cool). Meanwhile, consumers recognise and respect the nod to BMW’s very first logo created in 1917.
BMW’s decision to revitalise the logo comes after Volkswagen’s debut of its own pruned logo at the 2019 Frankfurt Motor Show.