Car brand MINI simplifies its identity

Car brand MINI has launched a new identity which aims to reiterate a “focus on the essential”.

The updated logo, designed by Germany-based consultancy KKLD Berlin, sees two-dimensional imagery, new typography and more simple black and white tonality.

Typeface MINI Serif has been used, which is “easy to read”, says a spokesperson from brand owner BMW.

“The brand’s new look underscores the basic idea of clarity and authenticity,” says BMW. “It’s the combination of clear, emotional design with a focus on the essential – the original idea behind the MINI car design.”

The rebrand rolls out as the brand unveils its new MINI Clubman car design, in an attempt to realign the MINI brand’s product and brand strategies, BMW says.

The new car, priced at just under £20,000, aims to promote a “more mature and sophisticated” design, says BMW, with the inclusion of four side doors, “more generous” interior dimensions and more boot space to “enhance accessibility and every day usability”.

It also includes a Navigation System, and a projection of the brand logo on to the ground beneath the driver’s side mirror when the car is door is opened and closed.

Part of the new brand strategy is focused on expanding the company’s offering to the “premium compact class”, says Peter Schwarzenhauer, member of the board of management at BMW AG, with the hope that this will “attract new customers”.

The refreshed visual identity is currently rolling out.