Alpina introduced a new logo as part of a broader BMW process to integrate the brand and prepare the division for a separate luxury status. Rather than making demonstrative gestures, the brand chose a restrained update focused on form and historical references.
The core of the mark remains a circular composition directly tied to the classic crest and Alpina’s visual heritage. The look features automotive emblems from the 1970s, familiar from early versions of the brand. This approach preserved the connection to the engineering past and avoided breaking associations formed with the audience over decades.
The new visual language appears more cohesive and refined. Elements that had been overloaded in previous versions were removed, and the geometry gained unity and order. The image retained familiar traits while adopting a calmer, more contemporary look within BMW’s current structure.
The redesign passed without a sharp reaction from brand enthusiasts or the professional community. The new logo Alpina is seen as a consistent continuation of Alpina’s story within BMW, without attempts to rebuild the identity or distance it from the past, a rare outcome for brand updates at a comparable level.
