The Mini logo is set to get a 2018 facelift with the BMW Group announcing that its British small car arm will adopt a new corporate logo starting from March 2018.
According to Mini the new insignia is composed “of a reduced design that focuses on the essentials” with the previous stylised 3D chrome-look effect of the outgoing logo (below) sidelined in favour of a new flat design.
The flat look is certainly nothing new - you’ve probably already noticed the trend away from skeuomorphic icons on your smartphone’s apps as reflections and imitations of real life objects have made way for flatter more 'digital' representations on apps like Facebook, Twitter and Instagram over the last few years.
In Mini’s case the new identity keeps the MINI text inside a round medallion (representing a wheel), flanked by horizontal wings, but the new logo reverts to a pure black and white form in its printed version with Mini still to reveal how the new logo will look when affixed to its vehicles.
The history of the Mini logo sees the same wheel and wings outline used to frame a red ox and three blue waves on the original Morris Mini-Minor of 1959 - symbolising the city of Oxford where the model was produced.
By 1969 then-owner of the brand, British Motor Corporation, consolidated its multiple Mini-making brands, Austin, Morris, Wolseley, and Riley and produced its innovative compact car under the Mini brand - though the logo moved to a six-sided shield, variations of which were used until 1990.
From 1990 a wreath and wings were used with Mini Cooper script before reverting back to Mini wording on a green background from 1996 until 2000 when the BMW Group introduced a restyled version of that logo as it took control of the brand.
Eagle-eyed Mini fans will also note that the logo has already been used by the brand, most recently on the nose and tail of Mini’s two most recent concepts; the JCW GP Concept and Mini Electric Concept (above) which both appeared at the 2017 Frankfurt Motor Show.
In both instances the branding retains the form of a raised badge rather than a decal, but the colour varies depending on the base color of each concept hinting that the production logo may change its look according to a buyer’s exterior colour choice.
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