MINI New Generation Visual Identity System
A distinctly optimistic and energetic new look for MINI, inspired by its iconic design heritage and new electric era. Circular forms, from the original dashboard dials to the curves of the latest models, became the foundation for a bold graphic system full of motion and personality. The visual language extended across everything from car photography and film to digital campaigns and live experiences, capturing MINI’s playful spirit for a new generation.
The visual identity extended beyond communications to influence MINI’s spatial and experiential design language
— inspiring immersive brand environments around the world.
Client:
MINI / BMW Group
Agency:
Anomaly London
Role:
Design Direction
Art Direction
Ian Fraher (Design Director)
Nikki Lindman (Group Creative Diretor)
Simon Cheadle (Creative Director)
Nick Mills (Senior Designer)
Luke Kit (Designer)
Brian O’Tuama (Designer)
Additional market adaptation by TME