Black is the New Blue for High-End BMW Models

BMW AG will promote its top models with a black-and-white version of its 100-year-old blue-and-white logo, add the company’s full name and drop “series” from their names.

The new print and broadcast branding will debut this autumn with the existing 7 Series large sedan and i8 hybrid coupe. The scheme also will be applied as the upcoming 8-Series coupe and convertible, i8 roadster and X7 large SUV are launched.

Affected models will be referred to in promotional materials as the 7, the 8 and the X7, brand chief Hildegard Wortmann tells Automotive News.

BMW also will us its full name—Bayerische Motoren Werke—when referring to the top-end models. Wortmann likens the move to the practice among fashion designers of putting their full names on top-end lines and using initials for their less expensive products.