Mini Confirms Focus On Five Core Models, Unveils New Logo

Mini executives had some interesting announcements to make during the press launch event of the all-new Clubman.

Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for Mini, Rolls-Royce, BMW Motorrad and After Sales, confirmed previous reports from automotive media by saying that the Mini brand will focus on five core models.

“We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity. We are expanding our offering into the premium compact class, which will attract new customers and avid Mini fans,” Schwarzenbauer said about the brand’s product strategy.

While he didn’t say which are the five core models that will remain part of the Mini lineup, four of them are not hard to identify. There’s the iconic Hatch, with its Five Door and Clubman derivatives, and the Countryman crossover. Mini has already confirmed that the Coupe and Roadster will not receive successor models, and the Paceman crossover is likely to get the axe as well.

So which will be the fifth core model? It’s an upcoming model that Mini is keeping secret for now. It may be a production version of the Superleggera Concept, or another vehicle.

Mini has also revealed a new brand identity including a new logo, font and visuals. The automaker says the new brand philosophy “eliminates all that is not essential to make room for what matters most.” The new logo, new typography and new tonality are “based on the principles of clarity and authenticity – and reinterpret the brand’s DNA to allow it to shape the spirit of the times in the future.”

The new “flat design” 2D logo has been developed from the existing 3D logo and features a minimalistic approach, allowing it to be used in all sizes and formats. The new brand image is also reinforced by the new Mini Serif font, developed from a typeface manually-set by Swiss designers.

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