Because we’re so excited for a dystopian future, BMW announced that marketing for upcoming luxury models will feature a black-and-white version of the marque’s iconic roundel. Last month, BMW announced a new high-end luxury category and a slate of expensive new models. Communications and marketing for the new category will use a monochromatic version of the company logo and “Bayerische Motoren Werke” written in a modern stripped-down font. Vehicles and dealers will still use the existing logo—for now. How long before all color and hope are sucked out of cars and we’re living in “Gattaca?”
BMW announced a new top-of-the-line segment that will cater to luxury clients last month. We suspect that BMW wants to attract discerning buyers from competitors like Mercedes-Benz with elite treatment at dealerships, owner perks, a more refined interior and luxury features, and a higher price tag. The new segment will debut with the BMW 8 Series and include the BMW 7 Series, BMW X7, and BMW i8. While we’re sure the actual models will offer a truly stunning range of colors (black, tan, silver, and white, wow) marketing materials will feature a reserved version of the standard logo.
Hildegard Wortmann, senior vice president of brand BMW, compared the new logo to a common branding strategy in high-end fashion. Designers use their full name on luxury lines and initials to identify more affordable lines. That only makes sense because designers are people with people names. Unless you’re highlighting that the new lineup is curated by “KARL LAGERFELD” at all times, this isn’t going to fly. We might sound over the top, but we’re worried that BMW is joining a recent trend in luxury marques to strip out all color and history from their logos. Look at Cadillac and Buick and the steady simplification and desaturation of their badging. It’s bad enough that most cars are only sold in ‘Svelte Camel’ or ‘Black Coffee.’ (Ironically, the black-and-white BMW logo harkens back to the company’s logo 100 years ago, but the point stands!)
While the black-and-white logo might only grace the eyes of ultra-rich buyers for now, it’s all too easy to see this boring logo rolled out across the company in the future. BMW will join the ranks of other luxury marques that have sucked the fun and light out of their cars. Luxury shouldn’t mean boring. We miss colors like Poisonous Purple, That’s Really Orange, and Ice Pop Blue. Make Automobiles Colorful Again before we’re driving down a dystopian highway of slick, featureless, identical cars…wait. Shit.