BACKGROUND* (150 WORDS)

Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space.

But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.

MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.

The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way.

This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself.

For the first time, we create a new design language based on the logo and used it to communicate the car features and assistants. This unique and holistic approach stays true to the brand’s simplicity, creativity and longevity that fans love in a MINI.