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01.05.2025

“Many people believe the BMW logo is a stylized propeller,” says Fred Jakobs of BMW Group Classic. “But the truth is a little different.”

So, what does the BMW logo mean? And what does the BMW badge represent? We will explain everything here as part of our series “BMW explained”.

The first key to the meaning of the BMW logo are its colors: white and blue are the colors of the State of Bavaria in Germany, home of BMW. A 1929 BMW ad depicts the BMW emblem, complete with the four colored quadrants, in a spinning airplane propeller. The interpretation that the BMW logo represents a propeller has endured ever since.

So the story of the BMW logo is based on a legend – a legend that still lives on today. “For a long time, BMW made little effort to correct the myth that the BMW badge is a propeller,” explains Fred Jakobs of BMW Group Classic. So according to the expert, sticking to the story that the BMW emblem is a propeller would not be entirely wrong. It’s not strictly true that there is a propeller in BMW’s company logo, though. Constant repetition has made this explanation a self-propagating urban myth. “This interpretation has been commonplace for 90 years, so in the meantime it has acquired a certain justification,” Jakobs explains.


More than just a design update: The layout of BMW’s new brand look and feel stands for the mobility of the future.

To what extent is the change within the brand reflected in the new logo?

“BMW becomes a relationship brand. The new communication logo radiates openness and clarity,” explains Jens Thiemer, Senior Vice President Customer & Brand BMW. “With this new transparent variant, we want to invite our customers more than ever to become part of the BMW world. In addition, our new brand design is geared to the challenges and opportunities of Digitization for brands. With visual restraint and graphic We are equipping ourselves flexibly for the wide variety of contact points in communication at which BMW will show its presence online and offline in the future. The additional communication logo symbolizes the significance and relevance of the brand for mobility and driving pleasure in the future.”


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