MINI, the car company owned by the BMW group, unveils a new logo, branding, and premium product strategy. The logo takes on a “flat” 2D design which, say officials, “stands for itself, with no imitation of material or shape. This minimalistic approach stands out visually and can be used in all sizes and formats.”
Accompanying the logo is a new typeface which “was developed from a typeface manually-set by Swiss designers used in publishing and given a modern cut” to reflect the brand’s strong design orientation, and to underscore its quality and benefits from the contrast between tradition and modernity. The new font is “geared towards the user, easy to read and gives content the room it needs.”
The minimalist identity is intended to allow the MINI products to speak for themselves; it reinforces the concentration on five core models with separate visuals and wording developed for each, even while there is a family resemblance. The new logo and font have been developed in collaboration with German branding agency KKLD which has offices in Berlin and New York City. A new advertising campaign for the MINI Clubman promotes the car as an upscale intuitive choice for buyers who trust their “gut”.