BMW is updating its logo for the modern era. The old glossy emblem with the dated lighting effects the company has leaned upon for the last 23 years will be replaced with a new transparent image that nixes the black background entirely while maintaining the lettering and central blue-and-white roundel. You’ve probably already seen it on the Concept i4, or are perhaps familiar with its monochrome cousin intended to help distinguish the brand’s flagship models.
The manufacturer has said the new logo aims to establish a new corporate identity for online and offline communication purposes, so it could be reserved for press materials and advertising. Yet it has appeared on one automobile already, indicating the brand may eventually have bins of them at the end of every assembly line. Is it a fashion faux pas or the perfect reimagining of the brand’s longstanding iconography?
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ConundrumAll that verbiage for a brake fluid reservoir cap that sorta kinda fails over time? That's all it is, right? The vent hole gets plugged up or something. Quelle horreur, it's the end of civilization as we know it. What happens when Micky D's doesn't put enough extra ketchup in your order at the take-out window? You must have an existential histrionic fit!Cue the cheapskate commenter: "Jeez. I drove my 1987 Corolla 734,562 miles, the last 83K with the emergency spare on the left rear, and it didn't even use up all the tread! Plus, I never had brake failure and it never used a drop of oil even though I used Walmart $1.88 stuff in a plastic gallon jug. I guess Toyota could teach those Ferrari guys sump'n about how to build cars!"
SkippityNoticeable as an Paseo. Maybe I'll see it differently live.