BMW Gets A New Brand Identity With A Transparent Logo

BMW has created a new logo and will adopt a new brand identity in 2020. The carmaker is ditching its 3D logo in favour of a flatter, ultra minimalistic one. However, BMW has stated that the new roundel will not make it to production cars yet, but is only for its corporate communications. It is likely to be reserved for concept cars for now.

We’ve seen the new BMW roundel on the i4 electric concept. It features a flat circle with the colours of the Bavarian flag at the centre, a slightly changed font for the B-M-W letters and an outer ring outlining the roundel. The shaded black ring has made way for a transparent circle. On the bonnet of the i4, the new transparent roundel shows the paintwork of the car.

This is the sixth roundel with the BMW lettering that the carmaker has adopted. The first was in 1917 when BMW was primarily an aircraft engine manufacturer. Before that, BMW was known as Rapp Motorenwerke GmbH which started the tradition of having a black ring around the company logo.

The myth that the BMW roundel resembles a propeller dates back to the company’s advertisements in 1929. BMW superimposed its logo on spinning propellers to advertise aircraft engines. At the time, BMW was building these engines under license from Pratt and Whitney.

“The new communication logo radiates openness and clarity,” says Jens Thiemer, Senior Vice President of Customer and Brand at BMW. “The new logo is meant to be versatile. It’s white on the company website and chrome on the concept cars. It can be used as a window icon for the website and for paperwork and documentation. As for our cars, the transparent logo seems like it would be more difficult to keep clean and intact if it ever makes it to the bonnet of a 3 Series.”