The German marque knows that the paradigm of its buyers is shifting. Customers are getting younger and are encroaching into the territory of those who are native to the digital age. In short, the brand needs to modernize and that’s exactly what it did.
BMW is becoming a relationship brand. The old black ring was replaced, letting the new logo radiate more openness and clarity., said Jens Thiemer, senior vice president of BMW Customer Brand. He later added: “The new logo and brand design symbolizes the importance and relevance of the brand for mobility and the joy of driving in the future.
“For a long time, BMW made little effort to correct the myth that the BMW badge is a propeller,” the article states, “so sticking to the story that the BMW is a propeller would not be entirely wrong”. In a world of red tape and impossibly strict guidelines, it’s nice to hear a brand suggest that its logo can be whatever you want it to be.
BMW has revealed a brand new logo to coincide with the release of its i4 concept car and yes, it’s another addition to the flat design movement.