New logo explained by BMW USA Marketing Exec

The reactions from fans were divided when BMW unveiled a new logo to the public. The iconic BMW roundel received a refresh as it leaves behind the 3D shapes of the previous logo. It still has the blue and white colors of the Bavarian state in the middle and the font has been shaped differently. The outer ring now has a flat design in white, while some gradients fill the rest of the logo. There are no plans yet to put this as a new logo for production cars but people are very curious about what gave birth to this idea.

In a recent interview, BMW’s head of the US marketing department, Uwe Dreher, explained the reasoning behind the logo.

“When it comes to a world where most people, especially younger audiences, consume communication on a smartphone, then you don’t need a super complicated or complex logo anymore, which is very, very detailed and comes from a time 20 years ago where we were proud to have a complex logo.”

“Now you have these little screens and this complexity has no benefit anymore. It even limits us sometimes. That is why we simplified the logo,” he said.

“When you touch your logo after 20 years, there are of course people who have an opinion on that. And to be honest that is absolutely alright. In this day and age, I even appreciate the dialogue,” added Dreher.