Daily Insights

Luxury Auto’s Logo Lift

By: Mackenzie Baker | Mar 10, 2020

BMW is modernizing its logo for the first time in two decades. 

BMW has created a new logo for its digital and out-of-home marketing purposes, though the new logo will not be featured on the brand’s vehicles. The redesigned logo is the biggest change since the brand introduced the emblem in 1917 and is reflective of BMW’s new modern and minimalistic style. The logo is still identifiable and resembles the trademark used by the company in the 1960’s, as opposed to the 3D, shaded version BMW has been using since 1997. The brand’s vision for the logo is that it “radiates openness and clarity,” a strategy noted in a Gartner report on the topic for helping auto brands change preconceived notions.

BMW introduced the logo on its social media pages this month—with a special video ad created to show the transparent logo in front of a variety of backgrounds. The brand also created a special landing page on its website to introduce the new logo and detail the history of each previous logo so fans can compare and contrast logos from the past 100 years. The logo is fitting for the digital age and shows BMW’s efforts to connect more with social media-savvy consumers, particularly potential younger customers who have grown up in the age of high-tech modernization. The new logo is the brand’s ode to the future, while still retaining touches of its signature look and colors. 

BMW is ringing in the new decade with a fresh emblematic look and may be the first of many auto brands to embrace a subtle change to keep up with industry evolution.