Mini goes minimalist

Mini has redesigned its logo with "a reduced design that focuses on the essentials," and dismisses the three-dimensional, two-tone look of the old logo.  The new streamlined design will be visible on all current MINI models from March 2018 onwards. According to a statement by Mini, "The preservation of the fundamental, tradition-steeped motif of a winged wheel with the brand name printed in capital letters at the centre ensures the logo will be instantly recognised." "The deliberate avoidance of shading and grey tones creates a starkly contrasting black-and-white effect that conveys the authenticity and clarity of the new brand identity, its two-dimensional character also allowing universal application." The new logo will be applied as a product label to all of the BMW-owned MINI models on the bonnet, at the rear, at the centre of the steering wheel and on the remote control.