Offers a more "open" and "transparent" feel, aligning with the 2020 logo redesign that removed the traditional black outer ring. Availability and Licensing

The typeface was primarily designed by Robert Strauch in collaboration with type engineer Alexander Haberer .

For decades, BMW's identity was tied to , which is still the basis for the iconic roundel logo. However, as digital platforms became the primary way customers interacted with the brand, the need for a proprietary, variable-weight system grew.

The goal was to move away from "neutral" fonts like Helvetica or Arial—which were becoming indistinguishable to many consumers—and create something with "more profile" that conveyed dynamism, power, and clarity . Key Characteristics

The project was managed by the Munich-based agency BECC .

The immediate predecessor, which was criticized for being too neutral.