BMW Introduces Black-and-White Roundel for Flagship Models
BMW will distinguish its top-tier models with a new monochrome roundel and full brand name badging, starting with the 8 Series, i8, 7 Series and X7.
BMW is set to introduce a black-and-white version of its roundel on its most exclusive models, replacing the traditional blue-and-white badge for the first time on production cars. The change will debut on the new 8 Series, i8, i8 Roadster, 7 Series and the forthcoming production X7, marking out the top of the range with a distinct visual identity.
Alongside the new badge, these models will carry the full company name, "Bayerische Motoren Werke," written out in full. BMW says the move is intended to underline the brand’s heritage and create a more understated, exclusive look for its flagship vehicles. The company positions this as part of a wider strategy to redefine luxury in its range, linking aesthetics with tradition and a sense of individuality.
Which BMWs Get the New Badge?
- 8 Series coupe and convertible
- i8 coupe and i8 Roadster
- 7 Series saloon
- Production X7 SUV
The new monochrome roundel will not replace the standard blue-and-white badge across the entire BMW line-up, remaining exclusive to these high-end models. The strategy is similar to moves by other premium manufacturers, such as Audi’s recent naming changes, but BMW has limited the visual update to its flagship cars rather than the whole range.
Design and Brand Positioning
The black-and-white badge is part of BMW’s effort to visually separate its most luxurious models from the rest of the range. By using a monochrome roundel and spelling out the full company name, BMW aims to reinforce both exclusivity and brand heritage. The company describes this as a new understanding of luxury, combining traditional cues with a modern, understated aesthetic.
