What is behind the latest revision of the brand symbol at BMW?

Some brand symbols are iconic and immediately convey not just an identity, but a number of attributes that clearly describe what the brand stands for. Such recognition can take years to establish, and most brand owners don’t want to mess with it.

However, market sentiment and behavior may change over time, and the relevance of a brand symbol to some viewers may decrease. What should a trademark owner do to ensure that their symbol remains effective without risking losing what took decades to achieve?

BMW has asked this question many times since it was founded in Bavaria in 1916 and went through four revisions of its circular brand symbol until 1997.

Tony SestoPhoto credit: BMW
Tony Sesto

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