New logo debuts on iX3, unifying branding across electric and combustion models.
BMW has given its legendary roundel logo a refined makeover, debuting the updated design on the new iX3 at the Munich Motor Show. The change, while subtle, marks a key visual shift as the brand transitions into the Neue Klasse era.
At first glance, the logo retains its familiar look. A closer inspection reveals several key updates:
- Chrome elements removed: The inner chrome ring and quadrant-dividing bars have been eliminated.
- Matte black finish: The outer ring now sports a satin, matte-like effect for a modern, premium feel.
- Slimmer lettering: The “BMW” typeface has been refined for a more precise and minimalist appearance.
- Smoked chrome accents: Remaining chrome details have been given a subtle, watch-like shine.
One of the most significant changes is the removal of the blue outer rim that previously differentiated electrified models. By standardizing the logo across all powertrains, BMW signals that electric vehicles are now central to its core lineup, not a separate category.
Oliver Heilmer, Head of BMW Design, explained the approach:
“We wanted to preserve the heritage while adding more precision to the logo. The finish is flat yet tactile, and the chrome detailing has a refined glow, much like fine watchmaking.”
This evolution follows a wider industry trend of automakers refreshing heritage logos for the digital and electric age-similar to recent updates by Volkswagen and Porsche.
BMW’s refreshed roundel reflects its ambition to seamlessly blend tradition with the future, as it pushes forward with its Neue Klasse electric vehicle platform.
