MINI’s New Identity and Brand Strategy is All About Minimalism
This week BMW not only took the wraps off of a new car but also a new identity and brand strategy for MINI. While the most visible sign is a modernized (and fantastic looking logo in our opinion) logo, the evolution of the brand’s strategy and design tenets are the bigger story here.
Design, authenticity and long-term value define the new brand image, which will initially be seen in a newly-designed logo, new font and new visuals. In addition MINI is said to be exploring new approaches to communications in the launch campaign for the new Clubman.
Sebastian Mackensen, head of MINI, emphasised: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. We want to continue the MINI success story and have refined our brand strategy and refreshed the brand’s visual identity – starting with the campaign for the new MINI Clubman. We aim to make more people avid MINI fans – with a new brand identity and new offerings in the future.”
Brand strategy – Born from the Ideals to Founded Mini
The relaunch unveiled this week represents the most significant leap in brand identity since 2001, with a new corporate design effective immediately. The central idea is the combination of clear, emotionally-appealing design with a focus on the essential. The motivation of Sir Alec Issigonis, the creator of the MINI, was to build a small, economical city car that took up as little space and used as little petrol as possible. His clever solutions for optimizing space gave the original Mini its unmistakeable design; his friend, John Cooper, recognized MINI’s race car potential. The collaboration between the two created a unique dynamic between the brand’s focus on the essential and highly-emotional driving fun, and is also to thank for its iconic MINI design.
The new brand philosophy eliminates all that is not essential to make room for what matters most. This design philosophy was first seen in the MINI Superleggera concept and will be much more evident in future products. While the new Clubman moves in this direction, MINI will go much further (a la the Superleggera) with this new approach of design focus.
The new logo, new typography and new tonality are also based on the principles of clarity and authenticity – and reinterpret the brand’s DNA to allow it to shape the spirit of the times in the future.
MINI logo and font
A “flat design” 2D logo has been developed from the existing 3D logo for high recognition value: The logo stands for itself, with no imitation of material or shape. This minimalistic approach stands out visually and can be used in all sizes and formats.
The new MINI Serif font also reinforces the new brand image. It was developed from a typeface manually-set by Swiss designers used in publishing and given a modern cut. MINI Serif reflects the brand’s strong design orientation, underscores its quality and benefits from the contrast between tradition and modernity. The new MINI font is geared towards the user, easy to read and gives content the room it needs.
The New Brand Roll-Out
These things take time. Yes the new logo isn’t in the projected logo that the Clubman illuminates the ground with. And it hasn’t taken over MINI’s digital properties yet either. The new MINI corporate identity will make its first in vehicle appearance in the new Clubman within the MINI Connected app (and, most likely on Connected equipped F55/F56 models). While the new identity is prominent on the new Clubman page within MINI’s web properties we don’t expect a full MINIUSA.com refresh for months to come.
In addition to that Corporate communications won’t start using the new ID until 2016. So, aside from Clubman advertising, all current MINI logos and identity will remain through the end of 2015.
On the dealer side things are bit more complicated given the infrastructure cost of new signage. Therefore they won’t be required to change to the new CID (new signage, building colors etc) until 2018.
<p>So is the new logo to appear on the Clubman badge as well?</p>
<p>The new logo is an interpretation of the physical logo on the cars. So it’s the same thing basically. Before MINI was using a logo that was a literal interpretation of the physical logo. That approach is called skeuomorphic and has rapidly fallen out of favor over the last 10 years.</p>
<p>So with all that said this logo is basically on the MINI now. It’s just physical with details that the digital logo omit in an effort to be a bit more visually simple and focused.</p>
<p>The new logo looks like a cheap vinyl cutout of what the logo used to look like. I like the 3D logo much better, more character in my opinion.</p>
<p>I’m surprised this wasn’t a global rollout that included the digital properties… The new style doesn’t mate well with the bright colors on black backgrounds that has been the basis of everything MINI has put out (brochures, website, apps, and show room design) with the exception of the MINI International magazine.</p>
<p>I’d even go so far as to say that the Clubman piece at the top of MINIUSA.com is a bit jarring and clashes with the rest of the site….</p>
<p>It seems to me that “minimalism” should extend to the number of badges on the outside of the clubman, countryman etc.</p>
<p>I like the minimal new dashboards in the superleggera concept.</p>
<p>It’s odd to introduce an elaborate new offering like the Clubman, and proclaim it emblematic of “minimalism” — because the logo says so. Truly, the logo and the car are at odds with one another, and all the fluffy artist language does not change that.</p>
<p>You’re missing the point.</p>
<p>I do that a lot.</p>
<p>But surely there’s a lack of consistency in the message. The car is the product. The media promoting it should be consistent with that product. Using the word minimalism to describe the advertising feels inconsistent with a product that many feel is becoming less minimalist.</p>
<p>That’s the point of this brand strategy change. It’s written about above (ie referencing the design template for this change the Superleggera) and in our previous article on the change in look and strategy.</p>
<p>via mobile</p>
<p>Yeah, it’s good that their goal is minimalism in products such as the Superleggera and if they change all models to follow this ethos that would be great, but none of their current products are at that point yet.</p>
<p>As we mentioned above this is the beginning of this initiative. Some of this change is seen in the Clubman however that’s just a hint of the design direction to come. A bigger hint is the Superleggera.</p>
<p>I like the existing 3D badge much better. No vinyl stick on for me please. I like classic badges on cars that reflect the brands history.</p>
<p>As I mentioned above, this has no hearing on the badge on the cars. That’s not changing.</p>
<p>Sorry for the misunderstanding. But, I like the 3D badge better in print also for the reason I stated. Why send mixed messages with badges. I can’t believe MINI paid for that design. That was easy money for somebody.</p>
<p>They should get rid of the:</p>
<ul>
<li>black background on website</li>
<li><p>silly, tacky black t-shirts on employees</p></li>
<li><p>calling sales people “motoring advisers”</p></li>
</ul>
<p>I don’t know with the black look if they were trying to be</p>
<ul>
<li>hipsters</li>
<li><p>techy</p></li>
<li><p>cutting edge</p></li>
</ul>
<p>but it comes across as</p>
<ul>
<li>cheap</li>
<li><p>low brow</p></li>
<li><p>tired</p></li>
<li><p>feeble</p></li>
<li>lame</li>
</ul>
<p>Note to self.. This post is</p>
<ul>
<li>interesting</li>
<li>accurate</li>
<li>intelligent</li>
<li>spot on</li>
</ul>
<p>I feel there is some misunderstanding here. The new logo is not going to be on the cars’ exterior. The new logo is for print (and web) based advertising, etc. I believe the logo on the cars is going to remain the same.</p>
<p>I think it’s hard to argue with the fact that the new logo is better suited for today’s advertising aesthetic.</p>
<p>Good! Now let’s make a Rocketman that is small, moderate interior, light weight and fun to drive. Hell even use autometer gauges and go back to basics with a modern twist.</p>
<p>Wow, that is terrible. Instead of wings on the logo it looks like a double sided hair pick.</p>
<p>And can we get 100% confirmation that this won’t be on the actual cars?</p>
<p>It’s not going to be on the cars. Mainly in print and advertising.</p>
<p>Looks like a basic logo that someone with little to no graphic design skills would have come up with.</p>
<p>This is SOOOOO stale and boring! It’s not a new identity – it’s NO identity anymore – rest in peace MINI ….</p>
<p>“Minimalism” should be injected into the design DNA to yield scaled down vehicles that authentically reinterpret the original — small with minimal frills, i.e. form follows function renaissance.</p>
<p>That’s what this is about primary.</p>
<p>I’ll be a believer when the Rocketman becomes an available model.</p>
<p>I’ll be a believer when there are no longer non-functional design features like the scoop on the S.</p>
<p>There is a fundamental misfit between what is minimalist and what is a premium compact. Trying to fit that square peg into the round hole will take tons of marketing copy, most of which will be to obfuscate.</p>
<p>I really hope that MINI means what it is saying, and to know for sure, we’ll have to see some actual hardware, and that will take time. But for me personally, I think a return to a more “simplicity of execution” design paradigm will serve the brand well, as would leaving behind the artificial cuteness that seemed such a priority.</p>
<p>They are just copying Apple. Same thing happened going from iOS 6 to iOS 7. Nice looking old graphics turned into flat simple boring icons for no apparent reason. But since they make money, it must be good, so everyone copies them now.</p>
<p>I don’t like the new logo.
Maybe they should downsize the designers.</p>
<p>After some digging, it appears “Catalog Black” is the new custom typeface, and not reflected in the new minimized logo</p>