Munich. At the core of the new MINI brand identity
lies an awareness of traditional values combined with the spirit of
future-oriented development. This philosophy is also reflected in the
visual appearance of the British premium brand, of which the central
element is the MINI brand logo. The current interpretation of the
globally familiar logo takes the form of a reduced design that focuses
on the essentials. It will be seen on all current MINI models from
March 2018 onwards.
The new MINI logo draws on the three-dimensional style of depiction
that has existed since the relaunch of the brand in 2001, applying
this to a form of visual expression known as “flat design”
that homes in on the key graphic elements. The preservation of the
fundamental, tradition-steeped motif of a winged wheel with the brand
name printed in capital letters at the centre ensures the logo will be
instantly recognised. The deliberate avoidance of shading and grey
tones creates a starkly contrasting black-and-white effect that
conveys the authenticity and clarity of the new brand identity, its
two-dimensional character also allowing universal application. The new
logo will be applied as a product label to all MINI models – on the
bonnet, at the rear, at the centre of the steering wheel and on the
remote control.
The latest redesign ushers in another chapter in the varied history
of the MINI brand logo. There is an especially striking similarity
with the signet introduced for the classic Mini in the mid-1990s. At
that time, the brand name also appeared in uppercase letters in the
middle of a circle with stylised wings.
This combination of the wheel and wing symbols dates back to the very
early years of the classic Mini. When the British Motor Corporation
(BMC) put the Morris Mini-Minor on the market together with the
structurally identical Austin Seven in 1959, the former bore the logo
of the Morris brand. This featured a red ox and three blue waves – the
symbol of the city of Oxford – which appeared inside a circle with two
stylised wings to the left and right. By contrast, the sibling model –
which went by the name of Austin Mini from 1962 onwards – bore its
hexagonal logo above the radiator grille, showing the brand’s
inscription and emblem. Two additional individual variants of the
revolutionary small car also appeared under two other BMC brand names
– Wolseley and Riley. The Wolseley Hornet and the Riley Elf were more
distinguished in their design, not only featuring a modified body and
exclusive fittings but also bearing their own distinctive brand logo
in each case.
It was not until 1969 that the multiple identity of the classic Mini
came to an end. From then on it was produced solely at the Longbridge
plant in the UK and at the same time was given the sole, illustrious
model designation of Mini. To mark this step, the classic Mini was
also given a new logo: the motif here was a classic emblem featuring
an abstract design that had no similarity at all with the original
symbols. The so-called Mini shield remained in use for decades, its
design being adapted on a number of occasions. Numerous special
classic Mini models were given individually designed logos, though all
of them were based on the universal emblem format.
The new edition of the Mini Cooper in 1990 saw a change to these
strict principles: there was now a return to traditional logo design
and a focus on the sporting merits of the classic Mini. A
chrome-plated wheel with stylised wings echoed the Morris Mini-Minor
logo, but instead of the ox and waves, the red inscription “MINI
COOPER” now appeared with a green laurel wreath against a white
background. In 1996 this variant was then applied to the other models
with a modified background and the inscription “MINI” – the
light inscription standing out against a green background.
Just a few years later during relaunch preparations for the brand –
which today belongs to the BMW Group – the decision was made to
redefine not just the MINI identity but also its logo. In this case,
the logo design most recently used for the classic Mini was taken as a
basis and consistently modernised. At its premiere in November 2000
the modern MINI appeared with a high-quality, three-dimensional logo
design featuring the brand inscription in white against a black
background. The chrome wheel and stylised wings remained unchanged for
nearly 15 years and became the globally familiar symbol of driving
fun, individual style and premium quality in a small car of the 21st
century. The new MINI logo likewise reflects a clear commitment to the
tradition of the British brand, which now stretches back almost 60 years.