BMW's simple blue-and-white logo is getting a refresh for incoming models from February onwards, starting with the new 2027 iX3. The change to the brand's famous roundel has already happened—it's just that it was so subtle, you probably didn't notice it. The basics are all still here: a black ring with the three initials of Bayerische Motoren Werke (translation: Bavarian Motor Works), surrounding a circle divided into four quadrants, two blue, two white.
The inner chrome ring is now gone, and the finish on the black surround is matte rather than glossy. It's the kind of evolution that probably caused a graphic-design team multiple sleepless nights, but it would make even a BMW fan shrug. The BMW roundel is so long established that it's the actual name of the newsletter for the BMW Car Club of America.
The origins of the BMW roundel go back more than a century, to the merger of two aircraft companies in the early 1920s. Originally, the logo was the Rapp Motorenwerke name around a horse head on a plinth, but then it adopted a light blue-and-white checker design intended to reflect the official Bavarian flag, itself developed from the coat of arms of the House of Wittelsbach. BMW's design department has gone through something of a growing period, with the likes of the current M3 drawing a lot of criticism—warranted or unwarranted, depending on who you ask.
The incoming Neue Klasse design language appears to be a return to form for the brand, which arguably hit its styling peak with the likes of the E39 M5, E46 M3, and E31 850. With this updated logo, BMW's designers are showing that they understand less is sometimes more. It's a pretty discreet change, but it could also be an important sea change.
The blue-and-white element of BMW's badge has something to do with the official Bavarian flag, itself developed from the coat of arms of the House of Wittelsbach. BMW started out making inline-sixes for aircraft, but the detail is heraldic in origin rather than aviation-related. It's changed a little over the years, with the earliest badges featuring gold lettering, but the same basic elements have been in play since 1953.
M Performance models got their own take on this badge starting in the 1970s, and there is a planned update for that badge too. However, judging from how iterative this new mainline BMW badge is, expect that to also be pretty subtle. The change to the brand's badge is like juggling nitroglycerine, something to be done rather gingerly.
The BMW roundel is so long established that it's the actual name of the newsletter for the BMW Car Club of America. If you're into royal lineage, it should be noted that the Wittelsbach line can be traced all the way from 10th century Bavaria to the current King Charles III. Thanks to an early advertisement, there's a tendency to think that the blue-and-white element of BMW's badge has something to do with an aircraft propeller.
The company did start out making inline-sixes for aircraft, but the detail is heraldic in origin rather than aviation-related. It's changed a little over the years, with the earliest badges featuring gold lettering, but the same basic elements have been in play since 1953. With this updated logo, BMW's designers are showing that they understand less is sometimes more.
The change to the brand's badge is like juggling nitroglycerine, something to be done rather gingerly. The BMW roundel has become an iconic symbol of the brand, and its subtle evolution may go unnoticed by many fans. However, for those who appreciate the nuances of design, this update could be a significant step forward for BMW's branding.
This change reflects a growing trend in automotive design towards simplicity and subtlety. By stripping away unnecessary elements, BMW's designers are focusing on the essence of their brand identity. This approach may appeal to fans who value understated elegance over flashy gimmicks.
