Redefining an Icon:
The New BMW Brand Identity
For the first time since 1998, BMW, BMW M, and BMW i underwent a comprehensive redesign of their visual identities. This transformative project was a collaboration with BECC Agency, led by its CEO, Leif Geuder, and a creative team focused on aligning the brand with modern communication needs. The redesigned identity simplified logos, optimized the corporate typeface, and introduced a reimagined color system, reflecting BMW’s core commitment to customer centricity. These efforts earned a Red Dot Award, showcasing exceptional innovation in brand design.
The collaboration with BECC Agency began by establishing foundational concepts for BMW’s new identity, driven by Leif Geuder’s strategic vision and the creative team’s expertise. The logo redesign focused on radical simplification, replacing the black ring with a transparent area to symbolize openness and a direct connection with customers. The optimized typeface enhanced readability and added a distinctive, modern character to strengthen the brand’s visual identity.
A streamlined system harmonized BMW M and BMW i with the core brand, ensuring a cohesive and recognizable connection across all platforms. Later stages of the project refined motion graphics guidelines to ensure a dynamic and consistent digital presence. This comprehensive transformation modernized BMW’s identity while preserving its legacy, positioning the brand as a leader in customer-focused innovation.
Key Aspects of the Project
1. Customer-Centric Design
The redesigned logo reflects BMW’s commitment to putting customers at the heart of its identity. The transparent ring symbolizes openness and connection, ensuring the brand resonates on a personal level.
2. Unified Brand System
The integration of BMW M and BMW i into a cohesive visual system harmonizes sub-brand appearances. This ensures a clear and unified connection to the core BMW brand across all platforms and media.
3. Creative Freedom with Structure
The new brand principles replace rigid guidelines, offering greater flexibility while maintaining a consistent identity. This approach allows for more expressive and engaging communication, aligned with BMW’s innovative spirit.