The BMW Group unveiled Mini’s fresh new product and brand strategy at the Mini Clubman world premier in Berlin. They have changed its brand design, with a new look, two-dimensional logo, new typography in a serif font called Catalog Black and new tonality. The new pimped up logo will be used on the brand’s paper and screen communications, but the cars will retain the current 3D logo. The brand will also explore new approaches to communications in the launch campaign for the new Mini Clubman.
Peter Schwarzenbauer, BMW management board member responsible for Mini, said: “Since its creation in 1959, the Mini brand has always stood for ideas, inspiration and passion. That will not change.
“The new Mini Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity.
The new brand identity will debut in advertising for the Clubman when the model goes on sale in October. A preview of print and outdoor ads shown at the event revealed a more sparse, sombre image in comparison to recent Mini campaigns, such as ‘Not Normal’ in 2013.