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BMW Changes Logo for Top-Tier Models like the X7 SUV

Mercedes-Benz has the "inventor of the automobile" moniker it keeps bragging with, and nobody can take it away from the Stuttgart-based company save for a time machine. However, it didn't take that much longer for things to kick off further down South either, so BMW can play the tradition card as well.
BMW X7 SUV in Frankfurt 1 photo
Photo: Guido Ten Brink/SB-Medien
Sitting on a 100-year long history, the Bayerische Motoren Werke (Bavarian Motor Works) has as much to look back upon as it hopefully does to look forward to. And to make sure it boosts its chances of making it back on top in the premium sector's pecking order, BMW is finally tapping into that rich past.

To do so, BMW will begin using a new logo as well as its full name (Bayerische Motoren Werke) for its top-of-the-line products. That includes the existing 7 Series and i8 hybrid sports car, but also the upcoming 8 Series coupe and convertible as well as the X7 luxury SUV.

The new logo isn't actually new, but rather a monochrome version of the existing one. The two blue circle quarters will be replaced by black ones, allegedly giving the new logo a more upscale look. The company also plans to mimic Audi's decision to keep the "Vorsprung Durch Technik" tagline in German throughout all markets and use its full name with the German spelling (as seen above). Presumably, that will highlight the company's origins and the connection most people make between German products and high quality.

But don't expect to see the new logo on the actual cars. The redesigned version will only be used for communication activities, so it'll be limited to advertising and promotional materials. "We have a strong history of 100 years, and we think that's something we should use," Hildegard Wortmann, senior vice president of brand BMW told Automotive News. "It's a new visual identity - more involving, more emotional."

BMW is looking to draw a line between its more affordable models and the expensive ones, and giving the latter an identity that's only theirs should make their buyers feel that little more special. Yes, it's just a slightly different logo on the promotional material, but it's how Bayerische Motoren Werke wraps it that matters.
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About the author: Vlad Mitrache
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"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie)
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