There's nothing small about Mini's decision to rebrand with a new logo

Car brand Mini is rolling out its new, simplified logo, which has been designed by German consultancy KKLD Berlin working with Mini’s in-house design team.

The new identity is a more stripped back version of its previous iteration, which has existed since Mini’s relaunch under the BMW Group in 2001.

The design aims to be “tradition-conscious”, says Mini, and retains the key graphic elements of the brand’s famous “winged wheel” motif. However, the three-dimensional effect seen previously has been swapped for a flatter design that avoids shading and grey tones to create a “starkly contrasting” black and white look, says Mini.

The two-dimensional effect also allows the logo to work better across all applications, the company adds. It will be used from March 2018 as a product label on all Mini models – including on the bonnet, at the rear of the car, at the centre of the steering wheel and on the remote control.

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.



<<< back

"we've got the strategy, technology and ability to ensure you get not only the best possible design but also the best value for money"


  • Corporate identity
  • Packaging
  • Brochures
  • Advertising
  • Retouching
  • Websites
  • Direct mail
  • Stationery
  • Exhibitions
  • Posters
  • E-commerce