100-year emblem as a symbol for the dawn of a new era
Quick Read
The appeal of the BMW Group is shaped not only by its products and technology, but also by a corporate history defined by inventors, pioneers and engineers. Today, the BMW Group is the world’s leading premium manufacturer of cars and motorcycles, with over 30 production sites and a global sales network, as well as a provider of premium financial and mobility services. In 2016, the company celebrated its centenary not by looking back, but with a determined focus on the next 100 years.
Customer Challenge
A logo was to be developed that would not only be used during the anniversary year but also in the years that followed. The logo was intended to symbolize the dawn of a new century while simultaneously representing the four strategic areas of focus. In the five years following the anniversary year, there were numerous strategic future projects across the entire company that anticipated the future of the BMW Group.
Solution
The signet was attributed great significance. Of a series of about a dozen approaches, the version that visualised a correspondingly pioneering symbolic power was the most convincing. At the same time, the solution had an associative link to the then-new BMW Group world.
Insight & Impact
The emblem was successfully used as a symbol of the BMW Group’s visionary strength throughout the entire company in numerous projects and internal initiatives during the anniversary year and for five years thereafter.
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Frank Wagner
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