Starting Mar. 2018, Mini will carry a brand new logo, which looks like a simplified, flatter version versus its predecessor.
In celebration of its upcoming 60th anniversary under the BMW Group umbrella, the new logo will be featured on all of Mini’s models.
According to the automaker, it will be visible on each vehicle’s bonnet and rear, steering wheel center, and remote control. The redesign represents the first change to the logo since a Nov. 2001 premiere of its former three-dimensional logo with shaded white, gray, and black hues.
In a usually long-winded press release, Mini expanded on its reasons for the move. One reason was the need to preserve a flatter design that makes critical elements pop, such as its winger wheel with capitalized brand name and better separation of black and white in a more “flatter” style in a nod to “authenticity and clarity.” The brand calls this “traditional logo design.”
With lackluster sales over the past couple of years, a new logo could serve as an intense (albeit short-lived ) burst of energy for one of BMW’s most popular brands. Mini also appears to be undergoing an identity crisis as of late with recent remarks by BMW on the possibility of it being converted to an “electric urban mobility company.”
What do you think of the logo? Keep it or dump it?