BMW have updated their iconic “roundel” logo for the first time in 23 years. The update, BMW say, is “better-suited to the digital age”. The biggest change is that the thick outer ring goes from black to transparent, so whatever colour the logo is set against will appear in that portion.
BMW Head of Brand Management Jens Thiemer says “BMW is becoming a relationship brand; the new communication logo stands for openness and clarity”. The update, he says, is “geared to the challenges and opportunities of digitalisation for brands”.