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BMW's New Logo, a Visual History of Their Logo's Evolution, and Debunking the Myth That It's an Airplane Propeller
I think with the brand recognition they have they perhaps could have taken the Starbucks approach by going more and more minimal as the brand is more and more recognized. At this point the BMW letters could be seen as superfluous. This change seems to do nothing but add complexity... with is consistent with their other design decisions.