BMW reveals "calm and confident" logo for performance brand Alpina

Carmaker BMW has unveiled a logo for its newly launched, standalone brand BMW Alpina, dedicated to high-end performance vehicles.

Originally founded as a BMW tuning business in 1965, Alpina was acquired by the German car brand in 2022 and will now form a distinct brand with its own logo as part of BMW Group.

"The transfer of the Alpina trademark rights on 1 January 2026 marks the launch of BMW Alpina as an exclusive standalone brand under the BMW Group umbrella," said the company.

Alpina made a name for itself by creating modified, high-performance versions of BMW's production vehicles and continued to make its own vehicles up until last year.

It will now be a high-end performance line for BMW, led by former Polestar design head Max Missoni.

The brand's new logo is a simple word mark, which according to BMW, was designed to be simple and demonstrate confidence.

"Given the storied history of the brand, the BMW Group is aware of its tremendous responsibility and committed to making the new BMW Alpina chapter one that meets the highest expectations," said BMW.

"The new wordmark provides a first indication. It radiates clarity, calm and confidence."

The angled wording was also designed as a nod towards Alpina's history, with the logo informed by the brand's "asymmetrical wordmark from the 1970s".

"Positioned at the centre of the rear, it underlines the standalone character of the new exclusive brand and its independent personality within the BMW Group," said BMW.

"It is consciously inspired by the brand’s asymmetrical wordmark from the 1970s," it continued. "The elegant, contemporary design provides a link between history and future."

BMW revealed a minimalist, flat logo in 2020 as part of its first rebrand in 20 years. It is one of numerous car companies to have adopted a 2D logo in recent years.

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