RELEASED to coincide with the international debut of the new MINI Clubman, the BMW Group has unveiled MINI’s new product and brand strategy.

The global relaunch, the most significant leap in brand identity since 2001, moves the MINI brand into a new era plus, at the same time, builds on the tradition of reinventing itself to shape the spirit of the times.

At the core of the new strategy, is a combination of clear, emotionally appealing design, with a focus on the essential, thus eliminating the rest to make room for what matters most and reinterpret the brand’s DNA to allow it to shape the spirit of times in the future.

At the heart of the new brand images, are design, authenticity and long-term value. This can be seen initially in a newly-designed logo, with a new font and new visuals.

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 of the new logo is designed to reinforce the new brand image. The new MINI font is geared towards the user, being easy to read and giving the content the room it needs.

We’re also promised new approaches to launch campaign communications for the new MINI 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.”