BMW has revealed its new logo, updating it for the first time in two decades. The company has deviated from the heavily outlined to a more transparent logo, and some people found that change weird. The new logo doesn’t really look that bad, but if spray painted on specific colors, it might not be legible, as Jalopnik detailed:
While I don’t think it necessarily looks bad, legibility does suffer, and it all feels a bit busier than it needs to be. Even if BMW is walking back its use on actual, physical badges, I’m still not convinced it’s the solution the company needs. Having one logo for “brand communication” and another for badges feels like somebody just didn’t get the basic logo right.
OK, so back to designing. I think the flatness works, but the transparent, bordered ring and lettering doesn’t, especially without the unifying black ring. Luckily, the solution is simple and obvious: Lose the letters.
image via Jalopnik
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i duno 1997 one seems fine. Maybe a slightly tweaked version of the '97 one wouldve been better. As others pointed out, transparency only works if you can control the other colors around it. If they keep the lettering and outer color as a Chrome instead of White, thats probably better as well.
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I'd be willing to bet the 1997 version had a black ring because the design department found out it made the letters BMW stand out against all the colors the car would be painted.Twenty three years later, some hot new executive pushes for a modernization of the old badge and some edgy young graphic designer comes up with the new look. And neither of them bothered to find out why the black ring was originally chosen.
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