New logo for BMW, a relationship brand
Structurally, the logo remains the same, with the iconic quadrants displaying the State of Bavaria colors in the same size and proportion, the letters still in the same spot equally squished, and an outer ring.
Gone is the beveling and 3D effect which benefits the quadrants-circle the most, now looking more in tune with today’s logos. The letters have been slightly modified it seems, with the “M” getting the most evident update.
The biggest change is the loss of the black background, which we feel is what made the BMW so iconic and elegant, adding a rich contrast to the white and blue. Without the black and the concept of transparency for the new logo, it literally looks like something is missing.
Other than that, there is nothing yet that makes you gasp in awe of the German engineering evident in the cars — just not in the identity yet.