For many enthusiasts and designers, the visual identity of BMW was eternally tied to —the ubiquitous, neutral sans-serif that dominated corporate design for decades. However, in a world shifting from print brochures to 5G-connected electric vehicles, Helvetica began to feel cold, static, and disconnected from the brand’s new mantra: "Freude am Fahren" (Sheer Driving Pleasure) reimagined for the digital age.
As of late 2024 and into 2025, BMW is rolling out its platform (a retro-futuristic design language based on the 1960s 02 Series). This has brought a subtle evolution to the BMW Type Next font.
Enhanced for clarity on digital screens, where traditional fonts may lose definition.
. Designed to serve as a cohesive global corporate type system, this typeface was developed between 2019 and 2021 by designer Robert Strauch and engineer Alexander Haberer in collaboration with the agency Design and Aesthetic Identity BMW Type Next is a sans-serif
BMW Type Next is a revolutionary typeface that marks a significant milestone in BMW's brand identity. With its clean design, innovative features, and focus on legibility, the font is well-suited for the digital age. As brands continue to navigate the challenges of digital communication, BMW Type Next serves as a model for typographic excellence, demonstrating the importance of investing in high-quality font design.
