(Est. 1916) “Bayerische Motoren Werke AG, translated in English as Bavarian Motor Works, commonly referred to as BMW, is a German multinational company which produces automobiles and motorcycles. The company was founded in 1916 as a manufacturer of aircraft engines, which it produced from 1917 until 1918 and again from 1933 to 1945. Automobiles are marketed under the brands BMW, Mini and Rolls-Royce, and motorcycles are marketed under the brand BMW Motorrad. In 2015, BMW was the world’s twelfth-largest producer of motor vehicles, with 2,279,503 vehicles produced. BMW is headquartered in Munich and produces motor vehicles in Germany, Brazil, China, India, South Africa, the United Kingdom, the United States and Mexico.” (Wikipedia)
Jens Thiemer, Senior Vice President Customer & Brand BMW: “BMW is becoming a relationship brand. The old black ring was replaced, letting the new logo radiate more openness and clarity. 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. The new logo and brand design symbolize the brand’s significance and relevance for mobility and driving pleasure in the future.”
Images (opinion after)
Normally, a brand the size of BMW would warrant a full Reviewed post but there is not a whole lot to review and not a whole lot to say although I will still say plenty so that you get your money’s worth. Structurally, the logo remains the same, with the iconic quadrants displaying the State of Bavaria colors in the same size and proportion, the letters still in the same spot equally squished, and an outer ring. Gone is the beveling and 3D effect which benefit the quadrants-circle the most, now looking more in tune with today’s logos. The letters have been slightly modified it seems, with the “M” getting the most evident update. The biggest change is the loss of the black background, which I feel is what made the BMW so iconic and elegant, adding a rich contrast to the white and blue. Without the black and the concept of transparency for the new logo, it literally looks like something is missing. The non-transparent version that appears on white, with the strokes in half of the quadrants looks, sadly, terrible and demonstrates the kind of struggles this new approach will yield. I think abandoning black was not the best choice — on their website, which is the sole corporate application available, the new logo gets lost. Perhaps further applications will make better use of the logo and the image directly above may be the one glimmer of hope in this as there is something really unique about the hollow badge on the car and I’ll admit that it looks pretty good. Other than that, there is nothing yet that makes you gasp in awe of the German engineering evident in the cars — just not in the identity yet. To be continued, perhaps…
Thanks to Vu Nguyen for the tip.