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This is the new, slightly less interesting BMW Alpina emblem

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This is the new, slightly less interesting BMW Alpina emblem | Top Gear

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BMW updates Alpina’s classic logo for the nose of its “exclusive new brand”

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This is the new, slightly less interesting BMW Alpina emblem

# data.attributes.metatag[].attributes.content
BMW updates Alpina’s classic logo for the nose of its “exclusive new brand”

# data.attributes.metatag[].attributes.content
BMW updates Alpina’s classic logo for the nose of its “exclusive new brand”

# data.attributes.metatag[].attributes.content
This is the new, slightly less interesting BMW Alpina emblem

# data.attributes.metatag[].attributes.content
This is the new, slightly less interesting BMW Alpina emblem

# data.attributes.metatag[].attributes.content
This is the new, slightly less interesting BMW Alpina emblem

# data.attributes.metatag[].attributes.content
BMW updates Alpina’s classic logo for the nose of its “exclusive new brand”

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Last month BMW officially took control of Alpina, and to celebrate it unveiled a fresh wordmark and lightly updated font for its new luxury sub-brand.

Now, four weeks later, we have an all-new BMW Alpina emblem. Going to be years before we see the first actual car at this rate, isn’t it?

Anyway, the new roundel is actually an update of the classic Alpina logo, with BMW retaining the throttle body and crankshaft images in the centre. Phew. The new wordmark is wrapped around that, and as with all modern rebrands there’s a transparent background and no colour. Better for viewing on a screen, apparently.

“The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW Alpina,” says erm… BMW Alpina.

To our eyes, it’s slightly more boring than before, but there are signs that BMW knows what it’s doing with the storied tuner.

“Restraint, power and superior quality have always been hallmarks of the Alpina brand. BMW Alpina is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW Alpina automobiles will combine exceptional high-speed performance with outstanding levels of comfort. Focusing on long-distance journeying,” reads the latest press release.

“BMW Alpina is a maker of automobiles for connoisseurs who appreciate the exceptional.”

Sounds promising. We’re also told that new Alpina models will feature “an extraordinary range of personalisation options” and that the iconic 20-spoke alloy wheel will be present and correct, although it will be subjected to “sensitive modernisation”. Look, there’s a glimpse of it below.

But the question still remains, what do we reckon the first car will be, folks?

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Last month BMW officially took control of Alpina, and to celebrate it unveiled a fresh wordmark and lightly updated font for its new luxury sub-brand.

Now, four weeks later, we have an all-new BMW Alpina emblem. Going to be years before we see the first actual car at this rate, isn’t it?

Anyway, the new roundel is actually an update of the classic Alpina logo, with BMW retaining the throttle body and crankshaft images in the centre. Phew. The new wordmark is wrapped around that, and as with all modern rebrands there’s a transparent background and no colour. Better for viewing on a screen, apparently.

“The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW Alpina,” says erm… BMW Alpina.

To our eyes, it’s slightly more boring than before, but there are signs that BMW knows what it’s doing with the storied tuner.

“Restraint, power and superior quality have always been hallmarks of the Alpina brand. BMW Alpina is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW Alpina automobiles will combine exceptional high-speed performance with outstanding levels of comfort. Focusing on long-distance journeying,” reads the latest press release.

“BMW Alpina is a maker of automobiles for connoisseurs who appreciate the exceptional.”

Sounds promising. We’re also told that new Alpina models will feature “an extraordinary range of personalisation options” and that the iconic 20-spoke alloy wheel will be present and correct, although it will be subjected to “sensitive modernisation”. Look, there’s a glimpse of it below.

But the question still remains, what do we reckon the first car will be, folks?

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BMW updates Alpina’s classic logo for the nose of its “exclusive new brand”