BMW unleashes new transparent logo

BMW has put a new logo on its all-electric Concept i4 and will gauge the public response before deciding if the transparent design features on all its vehicles.

The updated look, pictured above, is currently only being used for internal communications, but it will be rolled-out on customer-facing products such as international trade fair branding and online communications over the next three months.

The German marque says the two-dimensional design, which is the first tweak to the luxury carmaker’s branding in more than 20 years, is “better-suited to the digital age” and “conveys openness and clarity”. 

BMW’s existing roundel, which is embossed and three-dimensional, will remain on the bonnet of the company’s vehicles until it assesses public feedback on the latest logo.

Jens Thiemer, senior vice-president for customer and brand, says: “Our new brand design is geared to the challenges and opportunities of digitalisation for brands. 

“With visual restraint and graphic flexibility, we are equipping ourselves for the vast variety of touch points in communication at which BMW will be present, online and offline, in the future. This additional communication logo symbolises the brand’s significance and relevance for mobility and driving pleasure in the future.”

To read more about the history of the BMW logo, its origins and its meanings, click here.