The logo change applies to its iconic BMW roundel as well as the "i" and "M" sub-brands as well.
The global launch of the new brand design started on March 3. The transition period between March 3 and May 31, 2021 will see rollout continue for all communications, on- and offline, and for international trade fairs and events.
The new logo is a new media branding and will be used in addition to the existing logo. It won’t be use on the vehicles or in the exterior and interior labelling of BMW dealerships.
According to BMW, the logos were revised after more than 20 years in order to keep up with the digital age.
In explaining the thinking behind the changes, BMW said the logos were pared down and two-dimensional, conveying openness and clarity.
The change reflects BMW's transition from focusing purely on the automotive world to being about technology and connections.
“BMW is becoming a relationship brand. The new communication logo stands for openness and clarity.” said Jens Thiemer, Senior Vice President for Customer and Brand BMW. “We want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW."
