BMW redesigns its iconic logo

BMW’s round logo is receiving its first redesign in more than two decades.The German automaker’s refreshed logo ditches the black ring for a transparent circle.

The rest of it, including the typeface, has a flatter and more modern look. The blue and white emblem inside the ring remains.The new logo, which will be used in BMW’s communications efforts, including its social media platforms and website, is meant to “radiate more openness and clarity,”

Jans Thiemer, BMW’s senior vice president of customer and brand, said in a statement on the company’s website. He added that the new look also symbolizes BMW’s “significance and relevance for mobility and driving pleasure in the future.”

BMW's new logo made its debut on the Concept i4 vehicle.

BMW’s new logo made its debut on the Concept i4 vehicle.A spokesperson said there are “no plans” for the new logo to appear on production vehicles, although BMW emblazoned it on the hood of its Concept i4 vehicle, a electric car aimed at Tesla (TSLA) that made its debut recently.

The company said that the transparent design gives the car’s exterior color “even greater prominence.”BMW’s previous logo made its debut in 1997. The company has had six logos in its 103-year-old history, all of them largely similar.Fans have long speculated that the inside of the most recent logo represents a propeller, but BMW explained that the white and blue pattern in fact represents its German home state of Bavaria.

The “propeller myth,” as the company described it on its website, originated from the company’s old ads that promoted its airplane engines. Doug Sellers, executive creative director for design firm Siegel+Gale said that the new logo is an improvement and that it feels “more open and accessible” to younger customers that are digitally savvy.

BMW is the second German automaker within the past six months to unveil a new look. Volkswagen (VLKAF) premiered a flat logo at the Frankfurt Auto Show, saying it was the “right time to make the new attitude of our brand visible to the outside world.”


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene