BMW happens to be one of the most recognisable and famous logos in the automobile industry. The unique propeller design has been linked to the brand for more than a century. This article explores the intriguing history of the BMW logo, from its creation in 1916 to its modern, minimalist design for the digital era. It captures the essence of BMW as a brand shaped by significant political, historical, and technological developments.
The Genesis of the BMW Logo (1913 – 1917)
The initial logo of BMW was designed in 1913 and featured a roundel or a circular badge with a thick black frame. Called the RAPP logo for showcasing RAPP Motorenwerke, the predecessor of BMW, the roundel had the white-coloured wordmark “RAPP MOTOR” placed along its periphery in all capitals. The wordmark was separated by two white stars and two thin white stripes. At the centre of the roundel was the silhouette of a black horse facing left.
(1917 – 1936)
The next logo iteration featured the letters “BMW” in a black Fraktur font with a blue-and-white checkered design in the background. This logo was inspired by the Bavarian state colors of blue and white, which represented the identity of BMW as a Bavarian company. The checkered pattern symbolized the spinning propeller of aircraft engines, BMW’s first products.
During the difficult economic and political period after World War I, the BMW logo underwent periodic redesigns between 1917 to 1923. The color scheme transitioned to blue and white from the Bavarian flag. The Fraktur font was eventually replaced with sans-serif lettering to reflect modernization. While the quartered design remained, the checkered pattern slowly disappeared in favour of geometric shapes inspired by cubism. This experimentation reflected the unstable Weimar Republic era of inflation and fragile democracy.
(1923 – 1953)
By 1923, the familiar blue-and-white quartered design returned, now with a black ring enclosing the logo. The letters “BMW” were displayed in a new minimalist, sans-serif font without frills or serifs, harking to the Bauhaus style. This amended logo established BMW’s iconic blue-and-white identity for the first time. The encircling ring gave the logo defined proportions and a “badge-like” style that projected quality and sophistication.
Over the late 1920s, BMW’s logo was frequently redesigned as the company faced bankruptcy and restructuring. The slimmed-down Bauhaus font remained, symbolizing a forward-thinking brand. But the blue-and-white quartered design frequently morphed back into a spinning propeller to re-emphasize BMW’s aviation origins. This ambiguity reflected the economic and political changes of the era leading to the Nazi rise to power
(1936 – 1963)
With the Nazi takeover of Germany, BMW was pressed into military production, which branched out from aircraft to automobiles and motorcycles. The BMW logo in the 1930s and early 1940s aimed to reflect continuity with the past while aligning with the nationalistic aspirations of the Nazis. The blue-and-white spinning propeller design was now boldly extended across the black encircling band to resemble speed and dynamism.
Some controversy exists over BMW’s use of the Fraktur font during this period. While Fraktur fonts were favoured by the Nazi regime, BMW used this font before the party rose to power. However, its usage despite an official ban in 1941 remains an ambiguous connection to Nazi policies. BMW survived denazification and Allied dismantlement after World War II by emphasizing these deep historical roots of its logo.
(1963 – 1997)
In the 1960s, as BMW rose to automotive fame with classy sedans like the New Class, its logo was significantly simplified. The logo now stood on its own without the encircling band, while the proportions became smaller and more compact. The four quadrants were removed in favor of a single blue-and-white checkered ring against a black background. The classic Bauhaus-inspired font was changed to a rounder sans-serif typeface.
In the 1970s, the font was changed again to the iconic BMW Helvetica that is still used today. The simplified, modernized logo reflected BMW’s identity as a global brand popular for sleek designs and driving performance. Blue and white quarter segments returned in some versions, blending modern simplicity with traditional Bavarian colors. Overall, the logo transformed along with BMW itself from a struggling postwar company into an auto industry giant.
(1970 – 1989)
In 1970, the logo redesign alluded to the sport of motor racing in which BMW was a key participant. It sought to establish a differentiation between the racing sport and other models of the car maker. In this logo, the previous logo iteration of 1963 was enclosed within a bigger circle. The circle comprised of varying shades of pink, white, dark blue, and light blue, respectively.
(1997 – 2020)
With the computer revolution and World Wide Web, BMW adapted its logo for the digital age. Pixelated replicas and 2-D versions appeared on BMW’s newly launched websites and other electronic platforms. As digital became an increasingly crucial medium, BMW experimented with glossy 3-D interpretations of the logo with occasional gradations in hue. However, the core design components – the iconic font, blue-and-white color scheme, and circular propeller motif – remained unchanged. The logo’s adaptability enabled seamless continuity between BMW’s heritage and its growing, globalized customer base.
(2020 – Present)
In the 21st century, the pace of technological change requires brand logos to be scalable and minimalist without losing their core identity. BMW’s logo retains its trademark font, colors, and propeller circle. But the proportions have become smaller with the letters reduced to a tiny square sitting over the blue-and-white roundel. The understated refinement projects sophisticated restraint.
At times, the letters disappear altogether, allowing the “propeller” design to independently represent BMW. Decades of brand recognition enable this logo to convey BMW’s identity in its simplest form. While the logo continues to adapt in an age of electric vehicles and digital lifestyles, its essential elements preserve and build on the company’s rich heritage.
The Elements of the BMW Logo
Font
The core elements of the BMW logo have remained remarkably consistent since the company’s founding, with only minor changes made over the decades. At the center sits a circle divided into four color segments, bounded by a ring carrying the BMW name. While this basic structure persists, the font styling has undergone more noticeable evolution.
The original serif font had delicate thin lines that BMW felt lacked gravitas for an automotive brand. The letters were changed to a bolder sans-serif typeface, maintaining the classic golden hue. In later years the font was further modified to remove serifs entirely, creating a uniform line thickness for a more stable, grounded appearance. Most notably, the color shifted from gold to clean, bright white lettering, which remains the hallmark font of BMW to this day.
Though the logo has been subtly adapted, that central badge of blue and white quadrants within a ring persists as BMW’s core visual identity. The refined restraint in altering such an established emblem reflects the company’s appreciation for its heritage. By honoring its origins while gradually evolving, BMW has achieved a logo that feels at once contemporary and timeless.
Colour
BMW’s iconic blue and white emblem is a deliberate nod to its Bavarian heritage. The colors directly reference the state flag of Bavaria, representing the company’s strong regional roots. While the exact shades of blue and white have drifted over time, becoming lighter or more saturated, the core Bavarian inspiration remains.
Interestingly, the 1930s saw the lettering change from gold to bright white. This shift aligned with BMW’s growing aspiration to make luxury vehicles more accessible to the middle-class car buyer. The silver lettering helped convey a message of purity and precision engineering, key pillars of the brand’s positioning.
Though many design details have evolved, the blue and white palette continues to symbolize BMW’s blend of regional pride and global ambition. The emblem balances Bavarian tradition with universal appeal. Even while expanding worldwide, the company stays true to its origin story, expressed through those two iconic colors.
Interesting Facts About BMW
- BMW was originally in the aviation industry and used to manufacture aeroplane engines. It was only later (1928) that it switched to the automobile industry.
- It got into the automobile industry by manufacturing motorcycles due to the stringent conditions laid down by the Treaty of Versailles after the First World War. According to the treaty, German companies were not allowed to manufacture aeroplanes.
- The iconic blue and white design of the BMW logo is a tribute to the Bavaria flag, the place of birth of BMW.
- The company has been around for more than a century, having been established in 1916.
- Built the first electric car in 1972, called the BMW 1602e.
- Built the fastest motorcycle in the world in 1937 with a speed of 278 kmph.
- Continues to build components for old vehicles from the 1940s.
- Designs the interiors of aircraft, such as those of Singapore Airlines, Starlux, and Ava Air.
- The first car was named Dixi (renamed DA-1), which was able to notch up a speed of 120 kmph, faster than any other car of that era.
- Owns the premier Rolls-Royce brand of cars.
- Won the Formula One World Championships using the upgraded M10 4-cylinder engine in 1983.
- Built i8, the hybrid supercar, with a capacity to produce a torque of 420 foot-pounds.
The History of BMW
The history of the BMW Group dates back to more than a century. It started from producing aircraft engines for use in World War I to becoming one of the world’s top manufacturers of luxury cars and bikes. The firm was established in 1916 as Bayerische Flugzeugwerke AG (BFW) by the combination of two manufacturers of aviation engines: Rapp Motorenwerke and Flugmaschinenfabrik Gustav Otto. In 1917, Rapp Motorenwerke was reorganized as Bayerische Motoren Werke GmbH and later became BMW AG in 1918. Four years later, BMW’s engine construction operations were transferred to BFW, thereby establishing the company’s founding date of 7 March 1916.
Through the decades, BMW continuously developed its technology and vehicles to set new standards in performance. By encompassing four iconic brands—BMW, MINI, Rolls-Royce, and BMW Motorrad—the BMW Group has grown into a global leader in premium mobility. Though much has changed since its early aviation roots, the founding spirit of engineering excellence and bold vision drives BMW to continually reinvent mobility.
Finally
The BMW logo has undergone an astonishing evolution over 100+ years while remaining rooted in its history and vision. It survived depression, Nazism, and reconstruction by skillfully adapting to each era’s aesthetic style while preserving its Bavarian heritage based on the iconic blue-and-white flag. The journey reflects the identity of BMW itself – founded on aircraft engines, transformed by historical events, yet always pushing toward the future with dynamic designs.
Recognized globally, the BMW logo retains the minimalism, refined restraint, and adaptability to stay relevant for the next 100 years. Its story makes a compelling case study of how a brand’s visual identity can flexibly evolve while remaining rooted in its origins.