MINI has announced that it will start using a new logo on its models starting in March 2018. The new MINI logo will replace the current logo on the hood, trunk, steering wheel and remote control, plus various other locations.
MINI says that the new logo has a reduced design that focuses on the essentials. The new MINI logo draws on the three-dimensional style of depiction that has existed since the relaunch of the brand in 2001. The logo preserves the the traditional steeped motif of a winged wheel with the brand name printed in capital letters. 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.
The combination of the wheel and wing symbols dates back to the very early years of the classic Mini. When the British Motor Corporation (BMC) put the Morris Mini Minor on the market together with the structurally identical Austin Seven in 1959, the former bore the logo of the Morris brand. This featured a red ox and three blue waves – the symbol of the city of Oxford – which appeared inside a circle with two stylized wings to the left and right. By contrast, the sibling model – which went by the name of Austin Mini from 1962 onwards – bore its hexagonal logo above the radiator grille, showing the brand’s inscription and emblem.