In 2015, the BMW Group, revealed the MINI brand’s new product and the branding strategy at the Mini Clubman world premiere in Berlin.
The new image reflects authenticity and long-term value, with a new design of its logo, new font and visuals the brand will also tries to approach to new trends of communications to launch a campaign for the MINI Clubman.
“Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion”, said Sebastian Mackensen, head of MINI; “we want to continue the MINI success story and have refined our brand strategy and refreshed the brand’s visual identity”, emphasized. And they did, nowadays MINI is truly recognized for its simplicity and clarity in its identity.
The global relaunch took the brand into a new era, and since then, it has built a new perception of the brand’s tradition, which is reinventing itself to shape the spirit of the times.
The redesign, represents one of the most significant spin in the lap identity since 2001, with a new design based in the corporative style and the main concept reflects the match between emotions and simple design.
With this improvement, the brand appeals to eliminate all that is not essential in its philosophy to concentrate in what matters the most. It pays attention on the message and authentic communications through a new logo, new typography and new tonality to show clarity and authenticity.