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| Some information about the recent logo change |
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Why a new appearance? |
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| Behind the change [draft] |
excerpts from the 2007 intro document about new logo standards
Why a new appearance?
The current BMW Club design guidelines have been in existence for 25 years. BMW Clubs are increasingly asking for a contemporary and more individual club logo design.
What is more, the integration of the BMW symbol is no longer optimal from today’s perspective (legal context) and the current BMW Club guidelines are less in keeping with the premium aspirations of the BMW Brand.
From the point of view of Brand strategy, the clubs make a significant contribution to the success of the Brand. This has also been observed by competitors. Therefore, it is time to give the clubs a stronger appearance. |
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Objectives for the new appearance
of the BMW Clubs. |
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Contemporary and flexible. |
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Objectives from the point of view of the BMW Brand
– The club must be clearly identifiable as the sender
– The communicative appearance should be more contemporary
– The BMW Club appearance should be guided by the premium image of the BMW Brand
Objectives from the point of view of the BMW Clubs
– The club logo must be clearly distinguishable from other BMW Clubs
– The logo width must be flexible (differing lengths of names)
– The use of the club logo must be flexible (especially with merchandising)
– The guidelines must be easy to implement |
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| Behind the change [Final] |
Background and objectives. |
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The appearance of the BMW Clubs. |
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BMW Club members identify strongly with the BMW Brand and associate
BMW products with their own values. As ambassadors and multipliers of the
BMW Brand and its products, however, they also bear responsibility for
representing BMW in a way that is characteristic of the brand.
After all, the BMW Brand is highly valuable, and such value must be protected.
On the one hand this means adhering to certain shared basic rules, but it also means
preserving individuality and setting oneself apart from other BMW Clubs.
The BMW Club appearance should be based on the premium aspirations of the
BMW Brand. The club must always be clearly recognisable as the sender.
These design guidelines have been developed in close collaboration with the
International Council of BMW Clubs. They outline the new appearance using
examples for all the relevant media applications, are mandatory worldwide and
apply without restriction to all communication and correspondence materials. |
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| The symbol of the brand |
BMW symbol. |
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Valuable objects must be protected. |
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The symbol represents the BMW Brand and thereby forms the core of the
BMW Brand Identity. Careful use of this element guarantees uniformity of appearance
as well as a high degree of recognisability.
The BMW symbol is subject to worldwide copyright and may only be used by
BMW AG and its authorised contractual partners, including the official BMW Clubs.
It must always be applied with the greatest of care, since it is a seal of quality for the
products and services of the brand.
The BMW symbol always appears in three-dimensional form, in colour and positioned
against a white background. The BMW symbol is never altered in any way, i.e. simplified or
combined with graphic shapes. Any falsification damages the BMW symbol and therefore
the brand in general. For this reason only original digital templates of the BMW symbol may
be used.
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| Canada ready for the change |
The International Council of BMW Clubs together with BMW have revised the guidelines for clubs to be able to use the trademarked name 'BMW' and the 'BMW logo' [commonly called the roundel] in the club logo and naming.
This is a major revision since the original guidelines were issued 25 years ago.
It is very important that clubs follow the proper use guidelines as they relate to the trademarked BMW name and BMW logos and symbols.
The BMW Club of Canada is one of hte first national country level clubs of the International Council to have updated our logo based on the new guidelines.
The initial information about the BMW CI and logo guidelines was issued in July of 2007 in advance of the 2007 International Council Meeting.
After feedback from council delegates some updates were made and the final set of guidelines were prepared to be issued and signed off on at the 2008 International Council meeting which was hosted in Vancouver, BC, Canada.
The BMW Club of Canada had already started working with the draft and final logo guidelines and was prepared to make a national decision on a new logo for Canada at the BMW Club of Canada national directors meeting hosted in Vancouver, BC, Canada immeadiately following the 2008 IC meetings.
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| Some of the options considered |
| Logo update option provided us by IC |
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One of several logo option pages created for out meeting |
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| Sample document explaining the changes needed |
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Sample showing updates for Canadian member clubs |
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| Our updated logo |
The final sample document showing our update option |
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Our logo and Emblem is our identity |
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It is an important statement of our club. It is copyrighted, and was created using the logo and emblem guidelines provided by the International Council of BMW Clubs. It also contains the copyrighted logo (the roundel) of BMW AG, which we are allowed to use as a member club of the International Council of BMW Clubs.
"Individuals, groups, and organizations must request written authorization from the National Directors of the BMW Club of Canada if they wish to display electronically or in print a large form of the BMW CC logo or the BMW logo beyond that allowed by International Council guidelines (see http://bmwclub.ca/clubs/clublogo/logo-use.html). Written authorization must also be sought when either logo appears with that of a commercial or for-profit organization."
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BMW logo and name grant of restricted use from BMW AG |
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The BMW Club of Canada is a member of the International Council of BMW Clubs and thus officially recognised by BMW. It represents the BMW brand, and it’s public image must therefore be precisely in keeping with BMW principles.
Visual presentation of our club, especially our emblem, stationary, club magazine, pennants, label pins, adhesive labels and all the other items which indicate club membership, can be based extremely effectively on BMW’s Corporate Identity. Information for member clubs on logo standards and creation are available via this link.
Please note: use of the BMW emblem and logo is permitted only to officially recognised BMW Clubs acting in accordance with their statutes and the principles stated here, which form pert of the internationally valid guidelines for use of BMW trademarks.
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The International Council of BMW Clubs together with BMW have revised the guidelines for clubs to be able to use the trademarked name 'BMW' and the 'BMW logo' [commonly called the roundel] in the club logo and naming.
This is a major revision since the original guidelines were issued 25 years ago.
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We have been working on options to update the BMW Club of Canada logo as part of this International Council of BMW Clubs initiative, we will be updating the BMW Club of Canada logo soon. |
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Our new national logo for BMW Clubs Canada |
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Main changes in updating to the new logo
We used the opportunity of the update to change the name slightly.
By using the convention 'BMW Clubs' on the first line, it more clearly indicates the role of hte BMW Club of Canada as an umbrella club.
For the club designator line which used to be 'of Canada' we opted to go with just 'Canada' so we did not need to do the somwhat redundant line of 'du Canada' for bilingual representation.
We also opted to update the logo area from the stylized part maple leaf with strips, to a simple solid maple leaf as it is well recognized around the world as a symbol of Canada.
The new logo was adopted by the nationa directors Sept 10, 2008
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Return to BMW Club of Canada home page |
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Our member clubs and proposed new updated logos for them are here... |
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| Our orginal logo |
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our new logo |
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| original '80-90's logo [based on logo guideline v2] |
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new logo based on the 2008 IC and BMW CI guide |
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