BMW unveiled its new i4 sedan concept – a preview of the company’s latest attempt to make a splash in the battery-electric vehicle segment – and with it, a new, flat roundel logo design. It’s essentially the same as the old logo, with a quartered circle with alternating white and blue quadrants positioned underneath the BMW name, but where that design was before all set against a black backdrop, it’s now transparent. The font seems to have changed, too, now looking decidedly more retro.
It’s no small thing when a global corporation changes the design of its logo, and while the change isn’t too drastic, it’s notable nonetheless.
The overall concept behind the new BMW roundel design seems to be clean simplicity; with the transparent portions, the logo sticks out less on all exterior colors, and the retro lettering looks crisper and more sharp than on the outgoing logo. It’s also perfectly flat, where the old BMW emblem had a bit of a dome shape to it, again helping it to blend in better with the bodywork.
It’s a thing of beauty, really, as simple as it is, and a great way to start the new decade.
That the BMW i4 concept is the first to receive the new BMW roundel design is also telling, as it communicates just how importantly the new model is viewed by the German automaker. The battery-electric sedan could be viewed as BMW’s first real stab at a serious EV, as the i3 was arguably little more than an oddly shaped experiment, and the i8 is a high-priced hybrid sports coupe.
The i4 will go head-to-head with the likes of the Tesla Model 3 Performance after production kicks off in Munich next year, with 530 all-electric horsepower and an 80-kWh battery pack yielding a range of some 373 miles on the WLTP cycle – or about 270 miles in the US EPA’s more pessimistic testing.