Let’s MINI

We created a new identity for a legend.






From Carnaby Street to the European rally circuit, the MINI brand has achieved legendary status since its launch in 1959.

When BMW decided to relaunch the cult car in 2001, Interbrand’s challenge was to combine old and new to create a clear and consistent worldwide profile. MINI needed to be seen as an independent brand in the premium segment, while creating the greatest possible differentiation from the BMW brand.

The MINI brand identity is based on clearly defined values.

Interbrand developed a striking corporate design made up of just a few distinct elements: black as the background color, contrasting colorful frames, a specially designed typeface, the MINI “Frame Game” as secondary design element, and characteristic imagery that supports MINI’s position as a premium brand.

A single, cohesive chain of experience allows people to experience the brand in unforgettable ways. From the initial brand promise in advertising, to product communication and trade shows, all the way to the visit to the dealership, the colorful frame sets new standards for design in terms of flexibility and recognition – even in 3-D applications.

The rest is history.