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German luxury carmaker, Bavarian Motor Works (BMW), has given reasons for the recent rejig of its brand communication logo, saying it was due to the need for a more transparent variant, which is essential for brand communication.
The recently updated logo is the sixth version since its first introduction in 1917.
Maintaining that while the rejig is more than just a design update, the automaker stressed that the layout of BMW’s new brand look and feel stands for the mobility of the future and epitomises BMW’s direction of becoming a more relationship brand.
Senior Vice President Customer & Brand at BMW, Jens Thiemer, explained that the new communication logo radiates openness and clarity.
“With this new transparent variant, we want to invite our customers more than ever to become part of the BMW world. In addition, our new brand design is geared to the challenges and opportunities of digitization for brands.
“With visual restraint and graphic, we are equipping ourselves flexibly for the wide variety of contact points in communication at which BMW will show its presence online and offline in the future. The additional communication logo symbolizes the significance and relevance of the brand for mobility and driving pleasure in the future, ” Thiemer said.
His explanation came as the Brand Manager of BMW at Coscharis Motors, Cletus Aregbeshola, added that BMW’s logo has been a hot discussion topic for decades, all because of a publicity stunt in which, according to him, ” a BMW ad from 1929 showed an airplane with the BMW logo in the rotating propeller. ”
Aregbesola said this has made many people to believe that the BMW logo depicts a stylized propeller.
However, the Archive Director, BMW Group Classic, Fred Jakobs, offers a more deeper perspective, explaining that “the truth is a little different.”
According to Jakobs, “The first key to the meaning of the BMW logo are its colors: white and blue are the colors of the State of Bavaria in Germany, home of BMW. But they are in the inverse order (at least as far as heraldic rules are concerned, where you read clockwise from the top left).
“The reason for this inverse order of blue and white in the BMW logo was the local trademark law at the time, which forbade the use of state coats of arms or other symbols of sovereignty on commercial logos.
“This is how the BMW logo changed over the years between 1917 and 2020.”
Coscharis Motors is the exclusive franchisee of BMW brands in Nigeria with its head office located in Lagos and other dealership branches in Abuja, Port Harcourt, Kano and Uyo.
