A Roundel Made Transparent
BMW presents a new two-dimensional brand mark alongside the reveal of the BMW Concept i4, marking the first significant visual update to the Bavarian automaker's logo since 1997.
The redesign removes the black outer ring that has surrounded the blue and white roundel for over two decades, replacing it with a transparent frame. The familiar blue and white quadrant, drawing on the colors of the Bavarian state flag, remains unchanged at the center. By eliminating the black border and the three-dimensional rendering that defined the previous iteration, the new mark projects what Jens Thiemer, Senior Vice President for Customer and Brand at BMW, describes as a sense of "openness and clarity."
A Broader Automotive Trend
The introduction of the flat logo coincides with a broader movement across the automotive industry. Brands including Audi, Volkswagen, Mini, Opel, and Citroën have each moved toward simplified, two-dimensional marks in recent years, aligning their identities with the demands of digital brand communication.
BMW confirms that the updated mark is intended exclusively for brand communications, advertising, and digital applications. Vehicles continue to carry the three-dimensional chrome roundel. The Concept i4, presented via livestream after the Geneva International Motor Show is cancelled due to the COVID-19 pandemic, serves as the platform for both the new electric gran coupé concept and the brand's evolving visual language.
