The new BMW Brand Design.The new BMW Brand Identity puts the customer at the centre of everything the brand does, and the new BMW Brand Design is a vivid expression of this orientation. It includes a new exclusive typeface, enables far greater communicative freedom and establishes a clear system to coordinate the BMW, BMW M and BMW i symbols.
This project won the internationally recognised Red Dot Award for Brands & Communication Design 2021.
Visual Identity | Brand Identity
Strategy | Media Design | Graphic Design | Text | Project Coordination | Implementation
A focus on customer centricity
BMW had a clear vision from the start: the new symbol must visualise their strong customer orientation. To get there, we turned to radical reduction. The symbol’s ring is now transparent and enables a direct connection to the world of the customer. As well as being easier than ever to use, the simplicity and minimalisation of the new symbol give it an authentic quality across all media.
The new, simplified system that coordinates the BMW, BMW M and BMW i symbols harmonises their appearances. Now, the subbrands’ relationship to the core brand is obvious, with the focus clearly on BMW. These symbols are exclusively for use in print and digital communication, as well as in spatial applications such as events and trade shows.
A sign of the times
The BMW Brand Identity is also expressed in the new brand typeface. It has been completely redesigned as well as optimised for legibility. A technical look and feel has been replaced by a light and unique appearance. Further strengthening the character of BMW with every word.
Principles and creative freedom
The rulebook has been thrown out in favour of a new set of principles for use. These enable a much greater spectrum of creative freedom, giving every piece of communication more personality and expression and the brand an emotional attitude.
Making changes to an icon like BMW is a challenging process, and we had to find new solutions in order to support them every step of the way. Our collaborative approach sparked creativity on all sides. The result: the customer is firmly at the centre of the new BMW Brand Design. And BMW is ready for tomorrow.