BMW M
The motorsport and performance sub-brand, since 1972; the sporting edge of BMW.
Source: press.bmwgroup.com
BMW
Bayerische Motoren Werke Aktiengesellschaft, together with its subsidiaries, develops, manufactures and sells cars and motorcycles, as well as spare parts and accessories, worldwide.
- Founded
- 1916
- Industry
- Automotive
- Headquarters
- Germany
- Ownership
- Public company
Key Facts
Current claim
“Freude. Forever.”
Brand logo & color
#1c69d4
Values
Openness. Transparency. Accountability. Trust. Appreciation.
BMW Group
Mission
Our mission is to shape the future of sustainable premium mobility through innovation and passion
BMW Group-
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BMW i
The electric and innovation sub-brand, since 2011; BMW's battery-electric identity.
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BMW Motorrad
The motorcycle brand, since 1923; BMW's two-wheeled identity.
Positioning
We stand for first-class individual mobility and deliver uncompromising, outstanding products for our customers to enjoy. Aligning our business interests with those of society and the environment, we see it as our mission to reduce CO2 emissions across the entire life cycle of our products. As we advance the circular economy and deliver on the Paris Climate Agreement, we work towards a firmly established set of measurable, science-based targets.
Brand Chronology
Why electric cars look like science fiction (2026)
BMW’s “THE NEUE NEW” Campaign Marked a Transformative Shift Toward an Emotional, Multi-Channel Brand Era (2023)
BMW’s “THE NEUE NEW” Campaign Marked a Transformative Shift Toward an Emotional, Multi-Channel Brand Era
2023
BMW launched “THE NEUE NEW” campaign to support the Vision Neue Klasse, combining emotional storytelling and multi-channel media to communicate its shift toward a sustainable, digital future.
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BMW Introduces a New Two-Dimensional Brand Mark (2020)
BMW Introduces a New Two-Dimensional Brand Mark
2020
BMW presents a flat, transparent logo alongside the Concept i4, marking the first visual update to the roundel since 1997.
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Oliver Zipse becomes CEO, succeeding Harald Krüger (2019)
Oliver Zipse
becomes CEO, succeeding Harald Krüger
BMW Sent the X3 “to Mars” in a Virtual Reality Campaign That Turned Product Launch Into an Immersive Experience (2017)
BMW Sent the X3 “to Mars” in a Virtual Reality Campaign That Turned Product Launch Into an Immersive Experience
2017
BMW launched a global “On a Mission” campaign for the X3, featuring a virtual reality drive on Mars and extreme sports storytelling to emphasize passion, performance, and adventure.
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BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure (2009)
BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure
2009
BMW launched “Joy Is BMW” as a global brand campaign that placed emotional experience at the center of its communication, emphasizing design, performance, and “sheer driving pleasure.”
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Norbert Reithofer becomes CEO (2006)
Norbert Reithofer
becomes CEO
BMW’s “The Hire” Redefined Advertising as Cinematic Entertainment (2001)
BMW’s “The Hire” Redefined Advertising as Cinematic Entertainment
2001
BMW’s “The Hire” campaign used high-production short films starring Clive Owen to showcase performance cars, pioneering branded content and dramatically boosting engagement and sales.
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Logo Redesign (1997)
Logo Redesign
1997
This stage introduced a convex, three-dimensional center along with a metallic sheen on the black ring. The 3D effect was created through fine inner lines that highlight and intensify around the letter “B.”
BMW becomes the Ultimate Driving Machine (1975)
BMW becomes the Ultimate Driving Machine
1975
Ammirati Puris AvRutick writes a five word tagline that anchors BMW's North American positioning for the next five decades.
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Eberhard von Kuenheim becomes CEO (1970)
Eberhard von Kuenheim
becomes CEO
Logo Redesign (1963)
Logo Redesign
1963
In 1963, BMW refined its logo with a cleaner, more modern typeface and a sharper outer ring. The design retained its circular form and Bavarian color scheme while improving clarity and overall finish. This version was widely used on vehicles, brochures, and advertising, reinforcing BMW’s image as a premium, performance-focused brand.
By this point, the emblem was well established in Europe and increasingly recognized worldwide, particularly in the growing U.S. market.
Logo Redesign (1936)
Logo Redesign
1936
In 1936, the logo was refined to appear lighter and more balanced. Thick borders were replaced with thin white lines, the blue shifted to a lighter sky-blue tone, and the abbreviation was redesigned in a lighter color against a darker background for improved contrast.
Logo Redesign (1923)
Logo Redesign
1923
This period saw the first major logo redesign. Each element was outlined with a dark gold border, the blue tone became deeper and more saturated, and the typeface was widened and emboldened for a stronger visual presence.
Logo Design (1917)
Logo Design
1917
There are several early versions of what can be considered the “original” BMW logo.
A common interpretation is that the blue and white quadrants represent a spinning aircraft propeller viewed head-on, reflecting BMW’s early aviation history. However, this meaning was popularized later, notably through a 1929 advertisement that superimposed the emblem onto a rotating propeller.
In reality, the blue-and-white pattern originates from the Bavarian flag, referencing the company’s regional roots in southern Germany. This early identity shows how brand symbolism can be shaped both by geographic heritage and by narratives that develop after the design is created.
Founded
1916Bayerische Motoren Werke emerged in Munich in 1916 from the Rapp Motorenwerke aircraft engine factory, building aero engines before motorcycles and cars.
Why electric cars look like science fiction
2026