»Make Life a Ride«. The brand promise both inspires and motivates. In its ambition to become the world's most coveted motorcycle brand, the company is aligning its brand management with people, their experiences, and the joy they have when riding their bikes. 

In addition to existing customers, the brand strategy targets new markets and younger audiences with a more emotional brand world while utilizing the opportunities offered by a multi-category brand: BMW Motorrad reaches fans wherever they love to ride, whether on the highway or a dirt road. 

Vera Schnitzlein, Brand Strategy Director KMS TEAM »We worked closely with BMW Motorrad to craft the new positioning: The brand now stands for self-determination and aesthetic clarity. Like the experience of riding a BMW machine, the new brand identity also moves in the space between the emotional and rational. This provides opportunities for people to identify with the brand.«

Jessica Krier, Design Director KMS TEAM: »The new corporate design is full of pure joy and inspiration, and this is what makes the overall brand experience so thrilling for fans. The theme resonates through even the smallest details, like the lines of the letters that curve outwards and the many rounded forms. The strong logo and distinctive typeface give the brand a self-confident look.«