{"id":14659,"date":"2019-11-11T10:30:38","date_gmt":"2019-11-11T09:30:38","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=14659"},"modified":"2025-08-20T17:18:59","modified_gmt":"2025-08-20T15:18:59","slug":"success-story-histoire-logo-bmw","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-bmw\/","title":{"rendered":"Success story\u00a0: l\u2019histoire du logo BMW"},"content":{"rendered":"<p>Dans le monde de l\u2019automobile, s\u2019il y a bien un logo qui est embl\u00e9matique, c\u2019est <strong>celui de BMW.<\/strong><\/p>\n<p>En effet, le constructeur allemand est connu et reconnu mondialement pour ses voitures de luxe arborant la fameuse \u00ab\u2009cocarde\u2009\u00bb. Mais connaissez-vous l\u2019histoire du logo BMW\u2009?<\/p>\n<p>Nous vous la pr\u00e9sentons\u2026<\/p>\n<p>&nbsp;<\/p>\n<h2>Les origines du logo BMW\u00a0: mythe et r\u00e9alit\u00e9<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14662\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/rapp-logo-design-e1573205372292.jpg\" alt=\"\" width=\"650\" height=\"390\" \/><\/p>\n<p>C\u2019est le 7\u00a0mars 1916 que BMW voit le jour \u00e0 Munich \u00e0 la suite de la <strong>fusion de deux soci\u00e9t\u00e9s<\/strong> sp\u00e9cialis\u00e9es dans la m\u00e9canique automobile et a\u00e9ronautique \u00e0 savoir <strong>Bayerische Flugzeugwerke<\/strong> et <strong>Rapp Motorenwerke<\/strong>.<\/p>\n<p>Tr\u00e8s rapidement, un premier logo est cr\u00e9\u00e9 et il ressemble d\u00e9j\u00e0 beaucoup \u00e0 celui que l\u2019on conna\u00eet aujourd\u2019hui. Il pr\u00e9sente effectivement une forme arrondie et se compose d\u2019un cercle noir dans lequel appara\u00eet <strong>en couleur or le nom de l\u2019entreprise \u00e0 savoir BMW.<\/strong><\/p>\n<p>Le centre du cercle est quant \u00e0 lui divis\u00e9 en quatre parts \u00e9gales arborant alternativement un coloris blanc ou bleu.<\/p>\n<p>Il faut savoir qu\u2019un mythe accompagne la cr\u00e9ation du logo BMW. En effet, pendant longtemps, tout le monde a pens\u00e9 que le logo qui incarne aujourd\u2019hui le perfectionnisme et le savoir-faire allemand en mati\u00e8re d\u2019automobile tirait son inspiration d\u2019une <strong>h\u00e9lice d\u2019avion en rotation.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14664\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/avion-bmw-1-e1573205519492.jpg\" alt=\"\" width=\"650\" height=\"411\" \/><\/p>\n<blockquote><p>Les quatre divisions du centre du logo repr\u00e9senteraient ainsi une h\u00e9lice per\u00e7ue sous les reflets du soleil au beau milieu d\u2019un ciel bien bleu.<\/p><\/blockquote>\n<p>Cette l\u00e9gende a \u00e9t\u00e9 renforc\u00e9e par le fait que durant la Seconde Guerre mondiale les avions de la Luftwaffe, l\u2019arm\u00e9e de l\u2019air allemande, \u00e9taient peints en<strong> bleu et blanc.<\/strong><\/p>\n<p>Pour autant, <strong>ce n\u2019est bel et bien qu\u2019un mythe<\/strong> qui repose en r\u00e9alit\u00e9 sur une illustration d\u2019un magazine BMW o\u00f9 les p\u00e2les d\u2019h\u00e9lices d\u2019un avion dessinent le logo du constructeur allemand. Or, le magazine a \u00e9t\u00e9 publi\u00e9 en 1929, soit 11 ans apr\u00e8s la premi\u00e8re apparition de la <em>\u00ab\u2009cocarde\u2009\u00bb<\/em>.<\/p>\n<p>&nbsp;<\/p>\n<h2>De quoi s\u2019inspire le logo BMW\u2009?<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14665\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/original-bmw-logo-design-e1573205545752.jpg\" alt=\"\" width=\"650\" height=\"390\" \/><\/p>\n<p>Eh bien, voil\u00e0 la r\u00e9ponse\u00a0: <\/p>\n<ul>\n<li>Il reprend la forme arrondie,<a href=\"https:\/\/graphiste.com\/blog\/typographie-mode-luxe-telecharger-gratuitement\" target=\"_blank\" rel=\"noopener noreferrer\"> la police<\/a> mais aussi le large cercle noir au logo de la soci\u00e9t\u00e9 Rapp Motorenwerke. Il suffit d\u2019ailleurs de positionner les deux logos c\u00f4te \u00e0 c\u00f4te pour noter les nombreuses similitudes.<\/li>\n<li><strong>Le \u00ab\u2009damier\u2009\u00bb bleu et blanc<\/strong> rappelle quant \u00e0 lui que BMW a ses racines en Bavi\u00e8re. En effet, ces deux coloris sont ceux qu\u2019il est possible de retrouver en fond sur le drapeau de cette r\u00e9gion allemande.<\/li>\n<li>C\u2019est la mani\u00e8re qu\u2019a choisi le constructeur allemand pour faire valoir son amour pour la patrie dans une p\u00e9riode o\u00f9 l\u2019utilisation des armoiries r\u00e9gionales \u00e9tait interdite.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Un logo embl\u00e9matique<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14663\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/BMW-Logo-Design-History.png\" alt=\"logo bmw histoire\" width=\"1000\" height=\"400\" \/>Depuis 1918, le logo de BMW n\u2019a connu que tr\u00e8s peu de changements. Plus pr\u00e9cis\u00e9ment, il est m\u00eame possible de parler davantage d\u2019ajustement que de modifications.<\/p>\n<p>Ceci s\u2019explique avant tout parce que l\u2019identit\u00e9 visuelle con\u00e7ue en 1918 n\u2019\u00e9tait qu\u2019une \u00e9bauche, le constructeur \u00e9tant conscient que des petits r\u00e9ajustements seraient n\u00e9cessaires dans un second temps.<\/p>\n<p>Ainsi, apr\u00e8s quelques ann\u00e9es d\u2019existence \u2014 d\u00e8s 1923 selon certains experts \u2014, le logo a \u00e9t\u00e9 revu en \u00ab\u2009\u00e9largissant\u2009\u00bb la bordure dor\u00e9e du cercle noir et en \u00ab\u2009engraissant\u2009\u00bb la police du texte BMW. Cette nouvelle mouture, qui entend rendre le coloris or plus vivant, sera utilis\u00e9e jusqu\u2019en 1936.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14667\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/bmw-logo-1936-e1573205644401.jpg\" alt=\"\" width=\"650\" height=\"390\" \/><\/p>\n<p>Un changement plus important interviendra cette ann\u00e9e-l\u00e0 puisque les coloris \u00e9volueront. L\u2019or sera remplac\u00e9 par du blanc, l\u2019alliance <a href=\"https:\/\/graphiste.com\/blog\/conseils-utiliser-couleur-noire-creations-print-web\" target=\"_blank\" rel=\"noopener noreferrer\">noir \u2014 blanc<\/a> renvoyant une image d\u2019\u00e9l\u00e9gance.<\/p>\n<p>En parall\u00e8le,<strong> le bleu devient un peu plus p\u00e2le<\/strong>. Notez aussi que les bordures du cercle noir s\u2019affinent ce qui concourt \u00e0 la belle esth\u00e9tique du logo BMW.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-14668\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/logo-bmw-rose-bleu-e1573205765848.png\" alt=\"logo mbw rose bleu\" width=\"432\" height=\"432\" \/><\/p>\n<p>Dans les ann\u00e9es\u00a070, le constructeur allemand essaiera de faire \u00e9voluer son identit\u00e9 visuelle en int\u00e9grant son logo dans des demi-cercles de couleur rose, bleu marine et bleu ciel.<\/p>\n<p>L\u2019initiative ne sera pas concluante. BMW reviendra \u00e0 la pr\u00e9c\u00e9dente version que ses graphistes moderniseront en y ajoutant quelques <strong>effets de design comme des ombres ou des contours.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-14666\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/BMW-Logo-Design-e1573205623630.jpg\" alt=\"\" width=\"650\" height=\"390\" \/><\/p>\n<p>Le logo de BMW a peu \u00e9volu\u00e9 depuis sa cr\u00e9ation en 1918 puisque d\u2019embl\u00e9e, il a \u00e9voqu\u00e9<strong> l\u2019excellence, l\u2019\u00e9l\u00e9gance ou encore le savoir-faire allemand.<\/strong> Cela a largement contribu\u00e9 \u00e0 ce que le constructeur automobile puisse d\u00e9velopper son image et sa notori\u00e9t\u00e9 aux quatre coins du globe.<\/p>\n<p>&nbsp;<\/p>\n<h2>Le nouveau logo de BMW &#8211; 2020<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-17605 \" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/logo-bmw-new-2020.jpg\" alt=\"logo BMW \u00e9pur\u00e9 flat design evolution changement marque\" width=\"699\" height=\"350\" \/><\/p>\n<p>En marge du salon de l&#8217;automobile de Gen\u00e8ve 2020 (annul\u00e9 en raison de l&#8217;\u00e9pid\u00e9mie de Coronavirus), la marque \u00e0 l&#8217;h\u00e9lice a d\u00e9cid\u00e9 de pr\u00e9senter une \u00e9volution de son embl\u00e9matique logo.<\/p>\n<p>A l&#8217;instar de Volkswagen, Mini ou encore Citro\u00ebn avant elle, la marque c\u00e8de \u00e0 la tendance graphique du <a href=\"https:\/\/graphiste.com\/blog\/flat-design-skeuomorphisme-choisir\" target=\"_blank\" rel=\"noopener noreferrer\">flat design<\/a>. Ce nouveau logo, malgr\u00e9 sa forte ressemblance avec son pr\u00e9d\u00e9cesseur, se veut \u00e9pur\u00e9, avec notamment le cerclage noir qui devient transparent, laissant ainsi entrevoir le support sur lequel il sera plac\u00e9.<\/p>\n<p>Que les puristes se rassurent, le logo traditionnel est conserv\u00e9 sur les v\u00e9hicules de la marque&nbsp;!\u00a0C&#8217;est \u00e0 ce jour le plus grand changement esth\u00e9tique dans l&#8217;histoire de la marque.<\/p>\n<figure id=\"attachment_17606\" aria-describedby=\"caption-attachment-17606\" style=\"width: 720px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-17606 \" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/11\/bmw-new-logo-2020.jpg\" alt=\"nouveau logo BMW 2020 flat design\" width=\"720\" height=\"361\" \/><figcaption id=\"caption-attachment-17606\" class=\"wp-caption-text\">Le nouvea logo de la marque sur la BMW i4 (concept)<\/figcaption><\/figure>\n<blockquote><p>\u00c0 lire aussi&nbsp;:\u00a0<a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-toyota\">Success Story&nbsp;: l\u2019histoire du logo Toyota<\/a><\/p><\/blockquote>\n<p>Quelques ajustements ont tout m\u00eame permis de moderniser le logo dans les ann\u00e9es\u00a080 afin de le faire entrer au panth\u00e9on des logos les plus embl\u00e9matiques de l\u2019Histoire.<\/p>\n<p>Trouvez un <strong>graphiste professionnelle freelance<\/strong> pour concevoir votre logo id\u00e9al sur <a href=\"https:\/\/graphiste.com\">Graphiste.com.\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le monde de l\u2019automobile, s\u2019il y a bien un logo qui est embl\u00e9matique, c\u2019est celui de BMW. En effet, le constructeur allemand est connu et reconnu mondialement pour ses voitures de luxe arborant la fameuse \u00ab\u2009cocarde\u2009\u00bb. Mais connaissez-vous l\u2019histoire du logo BMW\u2009? Nous vous la pr\u00e9sentons\u2026 &nbsp; Les origines du logo BMW\u00a0: mythe et [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14670,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[55],"class_list":["post-14659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo","tag-inspiration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Success story\u00a0: l\u2019histoire du logo BMW - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Dans le monde de l\u2019automobile, s\u2019il y a bien un logo qui est embl\u00e9matique, c\u2019est celui de BMW. 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