BMW updated its corporate identity logo two years ago. The last time this 100-year-old company, which continues to appeal to its customers, young and old, was 20 years prior. Its powerful logo is recognizable worldwide, yet its leadership recognizes how generations change and how critical it is for a company to stay relevant in the new age. In Los Logos book (ISBN: 3931126927), an author says that a logo is the flag symbol of corporate identity. It is said that the BMW Corporate Identity manual consists of 10 volumes and is considered the most translated book after the Bible (p. 17). Only some people will remember words from a 10-volume book. Not everyone will understand what the logo symbolizes. (For example, who knows what the letters B M, and W stand for?) But the company will stay true to itself and tell its story in its logo. It remains true to its origin but continues to evolve with technology and the new generation. Hence, companies should stay alert if their corporate identity and its symbols are not updated with the modern world. At the same time, we need to remember history. In that same book, the author quotes music composer John Cage: “I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.” when describing why the LogLogos book is about researching old logos of the world. That quote points out that we must learn from past experiences and our ancestors to build powerful new solutions.
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