BMW Has a New Logo and This is What It Looks Like

Forget the giant nostril grille for a minute. Yes, we know it’s hard, but we’re not going to be talking about that right now. We’re not going to be talking about this new EV concept either. Instead, we’d like to let you know that BMW’s getting a new logo and guess what? It’s been staring back at you right in your face.

Just as Volkswagen has done, and Kia’s about to do, BMW’s re-interpreting its trademark blue-and-white propeller badge for the new decade. While it looks remarkably similar to the current one, the execution’s very different.

The new design does away with any chrome and highlights, opting instead for a flat, two-dimensional appearance. More surprisingly, it’s actually “transparent,” removing the black background that’s been so integral to the badge for some time.

BMW says it’s doing this because they want to emphasis the car’s color more than its badge; or maybe they thought that the grille’s already too much in your face. Whatever the case, admittedly the effect on the BMW Concept i4’s Frozen Light Copper color is intriguing. Of course, this begs the question what the effect would be like on more subdued colors like black or white?

UPDATE: BMW clarifies that the new logo is intended to be used only in communications and branding purposes. This will not be used on the vehicles or even in the exterior and interior labeling of their dealerships. In those cases, the existing logo will be used.

The Concept 4 Shows BMW Design Has Lost the Plot

Say what you want BMW, but the Concept 4 is anything but “clear and precise.” Unless what you mean by clean and precise is cleanly and precisely ugly. Yes, ugly; like gut-wrenching, yo mama ugly joke ugly. It’s so ugly that BMW didn’t even provide one official single head-on shot.

Even they knew there was a problem in there somewhere.

Of course, BMW is so quick to point out references such as the BMW 328 or 3.0 CSi, but those were fine-looking coupes. None had nostrils so frickin’ big that they didn’t have a place to put a front vanity plate on (BMW settled on transparent plastic). It can probably sniff out its owner’s cocaine stash all the way from his climate-controlled garage.

If only BMW showed restraint on the size of that nose would everyone get to appreciate the subtle details that the design team worked so hard on. See, the grating inside the grille? They’re horizontal with a faceted cut lending depth to the grille itself. Look closer, and another highlight is revealed: the intricate grating within the kidneys and air intakes is made up of an array of small “number 4s” joined together.

But, no. You can’t see them because of what ginormous grille/nostril.

And it’s sad because the rest of the car is actually quite alright. It’s a bit dull, especially from the side, but at least it’s clean, understated, muscular—something you won’t mind parking in your climate-controlled garage. Even the exterior color—Forbidden Red is awesome. It’s a rich, glossy red when highlighted, and almost black when shaded. But then you get to the grille. WTF.

Thankfully, the Concept 4 is staying as a concept car. However, BMW did say that it’s previewing the design direction of the 4 Series Coupe, and that’s worrying. C’mon BMW. Less grille this time, please.