With every new generation of customers, BMW is reshaping its identity. This thought process started over 100 years ago and it continues in 2020 with a new chapter in their book. A few years back VW changed its logo.
Gone is the classic black outer ring (now completely transparent), and the 3D and lighting effects have been removed to create a minimal new look. The circle design remains, as do the white and blue colours of the company's home state of Bavaria.
Its simplicity suggests it has been refreshed with digital in mind, but it also acknowledges the logo's 103-year heritage – a solid example of both classic and modern logo design.
Senior vice president customer and brand, Jens Thiemer, says "BMW is becoming a relationship brand," (the new Tinder?) and the transparent logo was designed to "radiate more openness and clarity".
The new BMW logo will likely rile enthusiasts and fans, though BMW is unlikely to listen. Seen in context (below).
"For a long time, BMW made little effort to correct the myth that the BMW badge is a propeller," the article states, "so sticking to the story that the BMW is a propeller would not be entirely wrong".
So far, no plans to have the new logo on cars. It mainly is for communication purposes (online and offline).