BMW Reshapes Identity

BMW is reshaping their identity for the first time in over two decades. The German luxury brand gave its iconic emblem a clean update in effort to adapt to a young customer base, notably consumed by a minimal aesthetic that has come to be ubiquitous in the world of tech.

While few have lauded the redesign for its clean tangible application, many others have raised question as to whether the design works universally; particularly in a digital setting. One common critique is that the logo lacks legibility and seems more like a rush job. What are your thoughts? Do you think BMW’s new logo will help the brand conform to a digital-driven world?

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