MINI Reveals New Logo and Branding
British carmaker MINI, which is owned by BMW, has unveiled a new logo design and visual identity.
The relaunch represents the most significant update in brand identity since 2001, and coincides with the unveiling of the new MINI Clubman.
A “flat design” 2D logo has been developed from the existing 3D logo. The new logo, new typography and new tonality are based on “clarity and authenticity”, according to BMW.
The new MINI Serif font also aims to reinforce the new brand image. It is said to have been developed from a typeface manually-set by Swiss designers used in publishing.
“Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. We want to continue the MINI success story and have refined our brand strategy and refreshed the brand’s visual identity – starting with the campaign for the new MINI Clubman. We aim to make more people avid MINI fans – with a new brand identity and new offerings in the future,” says MINI boss, Sebastian Mackensen.