The BMW-owned luxury hatchback maker has taken a flat, two-dimensional approach for its new logo.
Mini has unveiled its all-new corporate insignia, which will start appearing on all its models from March, 2018.
Mini’s new logo ditches the three-dimensional, two-tone design that has been appearing on every Mini vehicle since the brand was relaunched in 2001 under the BMW Group. The new Mini logo draws on the existing logo’s design and strips it to a flatter two-dimensional design that homes in on the key graphic elements.
As per Mini, the preservation of the fundamental and traditional steeped motif of a winged wheel with the brand name printed in capital letters at the centre ensures the logo will be instantly recognised. The deliberate avoidance of shading and grey tones creates a contrasting black and white effect that, Mini believes, conveys the authenticity and clarity of the new brand identity. The new logo will appear as a product label on the bonnet, at the rear, at the centre of the steering wheel and on the remote control.
Mini’s new logo has already made its appearance recently on the Mini Electric Concept car, that was unveiled at this year’s Frankfurt Motor Show. However, it is only now that Mini has officially declared it as its new brand identity. It is quite likely that the new logo is destined to mark the beginning of Mini’s transition into an electric car brand.