Today, we are going to talk about the "small egg" found on the BMW i4 concept car-a new style LOGO is hung. This means that BMW will launch a brand-new LOGO, and BMW i4 is the first product with a new LOGO.
Although it is a new logo, the change of the old and new logos is actually very simple, mainly to remove the black outer ring. Do you think it looks good?
This time, BMW waited for 23 years to change its bid.
In these car brands with a history of 100 years, it is not common to change the LOGO. In fact, most of the car brands you can see now were designed in the last century. For example, BMW started using 19 17? After the LOGO, BMW experienced six LOGO changes. At present, BMW still hangs the LOGO version of 1997, which has been replaced from the fifth generation to the sixth generation for 23 years, but this time is not long. After all, it took 34 years from the fourth generation to the fifth generation.
The history of BMW logo
Just look at the fifth-generation LOGO hanging on the current BMW model. Do you think it is out of date? Perhaps this impression is not strong, but if Raton looks at six times in BMW's history, you will find that the new LOGO is indeed the "freshest", and BMW hopes to give the new LOGO a stronger sense of the future.
Jens Timor, senior vice president of BMW customers and brands, said: "Removing the black ring around the shield expresses the BMW brand's more open and transparent attitude towards young car buyers and better meets the digital transformation."
The significance of rebranding is to increase recognition.
No matter what car companies put on the new car logo, the essential role of logo is to strengthen people's recognition of the brand, which has nothing to do with brand awareness. BMW didn't change its name to the first brand because of the trend of electrification. At least last year, Volkswagen launched a brand-new logo, which has taught us a lesson and is a model.
As a small icon, logo is the visual asset of the brand core. It can be the simplest, but it must be the most important. No matter BMW or Volkswagen, we can find that the design direction of the new car logo is flat, that is, simplify the complex, less? Is it? More.
Remember when BMW executives said that the new logo was for digitalization? What does it mean to welcome digitalization? I think we can learn from the concrete expression of the public. You can look at the Volkswagen logo below, and you can find that the new logo has high clarity and identifiability even on a small digital screen. BMW's new car logo must have the same effect.
Although everyone ridiculed that these flat style car logos have changed from three-dimensional to two-dimensional, the three-dimensional sense is not so strong, but in terms of communication, the new car logo is undoubtedly progressive. By the way, the first domestically produced car of Volkswagen brand with a new logo should be the Verolan of SAIC Volkswagen.
Changes in other brand logos
Audi, as a model of technology in the automobile circle, actually changed from a silver three-dimensional LOGO to a flat black logo as early as 20 16, which was also a mockery at that time. Looking at it now, people actually walk in front.
Unlike Volkswagen and BMW, Audi's new logo is only used for announcements and is not hung on products. This is a satisfactory solution for the use of new car logos.
Coincidentally, MINI's approach is similar to Audi's. In 20 17, MINI also launched a new LOGO, which is also flat design, but it is not hung on the current model. It is said that you can't use it until the brand-new MIN electric car comes out.
Mercedes-Benz is an "alternative" wheel.
It seems that German car companies are very active in changing the logo until we find that Mercedes-Benz, an old car, is extremely conservative in changing the logo. The three-pointed star logo you are familiar with is a three-dimensional adjustment of Mercedes-Benz on the basis of the old logo of 1989, which has been used for 3 1 year so far. Logo updates before 1989 can even be traced back to 1933.
We believe that even if Mercedes-Benz wants to replace the LOGO, it is very likely that it will not adopt a flat design, because Daimler, the parent company of Mercedes-Benz, actually adopted a plan of returning from flat text to metallic texture when replacing the logo on 20 15, which shows that not all automobile companies recognize the flat design idea.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.