When BMW presented the new IX3 – the first production model of the new class – also quietly demonstrated a fresh version of one of the best -known symbols: the BMW Roundel. At first glance, the emblem looks almost identical to the one that has decorated the bonnet and every BMW for decades. However, a closer look shows that the design team in Munich gave the badge a subtle but conscious update. We shot the updated BMW logo for the first time in Munich a few months ago and in the video below a closer look at the design details behind the legendary round. So what exactly changed?
Gone is the inner chrome ring, which once separated the outer circle from the Bavarian blue and white quadrants. Instead, the black edge now flows seamlessly into the design inspired by propeller. The dividing silver rods, which were once cut over the blue and white sections, were also deleted and give the badge a cleaner, more contemporary look. What remains chrome is limited to the outermost ring and the “BMW” Schr. The overall effect is flatter, sharper and more modern.
A badge with inheritance and new precision
In an exclusive conversation with BMWblog, Oliver Heilmer, head of the BMW design for the new class, shared the thinking behind the redesign. “We wanted to keep the legacy, but bring more precision into the logo,” said Heilmer. “The chrome is still there, the letters have been refined with a shiny pattern that they often find in watches, and the white surfaces are now closer to the outer ring. It is flat, but if they touch them, they can still feel the burr.”
Another important difference is the finish of the black ring itself. Instead of the shiny look of the previous badge, the round of the IX3 has a satin, almost matt shine, which gives it a subtle sophistication under different lighting conditions. It is a detail that initially remains unnoticed-to you saw it next to each other with the old logo. Then it becomes impossible not to recognize.
More than just a marketing logo
The changes bring the physical badge closer to the version that BMW has used for marketing and digital communication in recent years. This version introduced in 2020 had a transparent outer ring and a flat, two -dimensional look, free of dividing lines in a circle. The new badge on the IX3 bridges the gap between tradition and this cleaner, digitally inspired aesthetics.
Interestingly, the IX3 round also evokes the blue edge, which BMW previously reserved for its electrified models. This design cue, which can be seen on cars such as the IX1 and early plug-in hybrids, seems to disappear when BMW moves into its new class era. Instead, the company standardizes the logo in its electrified and combined cars and increases the idea that EVS is not a “separate” branch of the brand, but the main line forward.
Subtility that sticks
You will find the updated badge not only on the bonnet and the tailgate of the IX3, but also on the steering wheel and bike rapid caps. In all cases, the effect is understood – subtle enough that many owners may only notice it when he is pointed out. But as soon as you see it, it is impossible to move away.
The badge will debut on the IX3 and gradually lead to new or updated models in the entire area of BMW, regardless of the drive train. The new BMW logo marks another small but sensible step in BMW’s efforts to redefine itself for the electrical era, and according to similar subtle redesign of Heritage logos at Porsche and Volkswagen.
The change may be low for enthusiasts and design experts, but it underlines the attention to detail of the BMW – and her understanding that even the smallest changes in his iconic round with fans all over the world swing. In our exclusive video with Oliver Heilmer you can get to know the new logo:
