Be electrified.

BMW i Corporate Architecture 2012

The new sub-brand BMW i stands for visionary vehicles and mobility services, for inspiring design and for a new under­standing of “Premium,” which is defined through sustain­ability. Electric propulsion, carbon fiber bodies and revolu­tionary construc­tion are the DNA of the BMW i-Series. The design concept is based on both of the visual pillars of the BMW i story: sustain­ability and innova­tive design. Sustain­ability is made tangible not only through the use of wood, but also through the intelligent imple­men­tation of system modules. In this way, the resource-con­serving position of the brand becomes evident. The design principle of the vehicle layering is indi­cative of the corporate architecture. The various layers and the use of the carbon molecules create a new type of imagery that meshes with the ortho­gonality of BMW’s identity, while simul­taneously remaining distinct. The new imagery will be used at PoS, trade fairs and events for BMW i in the future. Thus, the brand values of BMW mobility propel the entire BMW brand forward one kilometer at a time.

BMW i Born Electric Tour

MUTABOR developed the content and visual concepts for the BMW i Born Electric Tour, which visited seven metro­polises around the world. The idea: the Born Electric Tour is a mobile market­place for alter­native ideas. The concept was the funda­mental basis for the modular layout and opened the door to people in each city whose lives had already been influenced by sustain­ability. Here, visionary gurus and their ideas converged with branches and brands that are already being fueled today by stories of sustain­ability. The highlight of the tour was the creative act, which consisted of a selected artist creating a work under the title “Your city through different eyes.” The BMW i3 Concept and the BMW i8 Concept flanked the road­show as distinctly placed hosts. The road­show-themed platform enabled BMW i to present itself as an integral part of the urban migration to increased sustain­ability.

Collaborating Partners

  • George P. Johnson GmbH
  • BUCK | FOTODESIGN, Marcus Buck