The Mini has been around since the 1960s and its brand logo would have changed subtly and without publicity. Now the logo has been redesigned and ushers in another chapter in its varied history. It reflects a clear commitment to the tradition of the British brand, which now stretches back almost 60 years.
There is an especially striking similarity with the signet introduced for the classic Mini in the mid-1990s. At that time, the brand name also appeared in uppercase letters in the middle of a circle with stylised wings.
The new MINI logo draws on the three-dimensional style of depiction that has existed since the relaunch of the brand in 2001, applying this to a form of visual expression known as ‘flat design’ that homes in on the key graphic elements.
The preservation of the fundamental, tradition-steeped motif of a winged wheel with the brand name printed in capital letters at the centre ensures the logo will be instantly recognised. The deliberate avoidance of shading and grey tones creates a starkly contrasting black-and-white effect that conveys the authenticity and clarity of the new brand identity, its two-dimensional character also allowing universal application.
The new logo – to be used from March next year – will be applied as a product label to all MINI models – on the bonnet, at the rear, at the centre of the steering wheel and on the remote control.