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Rebrand Bmw

Mini overhauls logo and branding to 'make more people avid fans'

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By Natalie Mortimer, N/A

June 26, 2015 | 2 min read

Mini is to roll out a new product and brand strategy that will see the BMW-owned auto company release a paired back logo, new font and new visuals.

Mini has also taken a different approach to marketing, which can first be seen in the launch campaign for the new Mini Clubman model. The campaign will be the first to sport the revamped 2D logo which replaces the existing 3D logo and a new Serif font that has been developed from a typeface manually-set by Swiss designers used in publishing, has been introduced.

The Clubman campaign, which launched earlier this week (24 June), introduced the car's 'grown-up' image through a minimalist approach the car marque hopes presents a design statement to 'work without headlines'.

The central idea for the overhauled strategy is the combination of clear, emotionally-appealing design with the aim to "make more people avid Mini fans" according to head of Mini Sebastian Mackensen.

“Since its creation in 1959, the Mini brand has always stood for ideas, inspiration and passion. We want to continue the Mini success story and have refined our brand strategy and refreshed the brand’s visual identity – starting with the campaign for the new Mini Clubman. We aim to make more people avid Mini fans – with a new brand identity and new offerings in the future.”

Rebrand Bmw

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