March 11, 2020

POSTED BY

Jesus Ortega

CATEGORY

BMW Goes Minimal With New Branding

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Does being minimal and going by the “less is more” standards guarantee luxury? Throughout the past years, we have seen a number of luxury brands change their iconic logos to something minimal. For example, most fashion brands have decided to have a san-serif wordmark. These trends now seem to have …

new york branding sports graphic design agency

Does being minimal and going by the “less is more” standards guarantee luxury? Throughout the past years, we have seen a number of luxury brands change their iconic logos to something minimal. For example, most fashion brands have decided to have a san-serif wordmark. These trends now seem to have reached the automobile industry. Last week BMW released its new branding and has caused a pot of mixed emotions.

Composition wise the logo stayed the same. The major change comes in the black ring that no longer will be part of the new emblem. The circle crest will be outlined and transparent. Another change comes in the typeface which was slightly adjusted. This new logo removed the 3D effect and is not flat colored; the transparency in the logo is said to transmit openness and clarity.

Before and After

Being now that the logo has a minimal aesthetic by being flat, the criticism is that the logo no longer has the luxury feel to it. Critics went as far as comparing the BMW symbol to a poker chip. One thing to note is that for the moment this new logo won’t replace the previous one, rather coexist along with it. It will be mostly used on online/offline communication purposes. What do you think of the change?

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Non-transparent logo and Transparent logo
new york branding sports graphic design agency
Logo Evolution
new york branding sports graphic design agency
Logo on car

All images ©BMW