The car company BMW has redesigned its logo...kind of. I say "kind of" because it won't be used to badge cars. Wait, what? Why not? So, I'm sharing this piece I wrote last year about when a company should change its logo. TL;DR - only if there's a strategic shift or the original was poorly designed in the first place (or is dated in some obvious way). By not applying it to everything they do, BMW has signaled it's not the former. And from what I can tell it's not the latter. BMW seems to be suffering from "brand fatigue." It happens a lot. A venerable, well-recognized logo with brand equity baked in is suddenly changed. Sometimes it is leadership (marketing or otherwise) wanting to "shake things up" other times it's just that the company has been using it for so long they get bored with it and assume the rest of the world has as well. Unfortunately, neither are solid reasons for losing brand equity. #BMW #logodesign #graphicdesign #brand #brandfatigue #rebranding #visualbranding #logoredesign …see more