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(Brand guidelines) // Automotive

BMW brand
guidelines

BMW’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from bmw.com.

Download the Brand Skill

About BMW

BMW USA brings together a premium driving experience, confident engineering, distinctive design, and practical innovation. Its creative work should feel polished and human: make the vehicle and the experience of driving it the focus, while presenting technology and utility with clarity.

Use the BMW roundel as the main BMW identity. Keep its circular geometry, lettering and blue-and-white quarters intact and clearly visible.

The BMW M emblem belongs to M communications. It does not replace the roundel for the wider BMW brand.

BMW colors

  • BMW blue

    Primary accent

    HEX
    RGB

  • White

    Background

    HEX
    RGB

  • Deep blue

    Supporting blue

    HEX
    RGB

  • Medium gray

    Supporting neutral

    HEX
    RGB

  • Charcoal

    Text

    HEX
    RGB

BMW fonts

  • BMWTypeNext Pro

    Headings · 300, Body · 300, Buttons · 500

Font names only. The Brand Skill download doesn’t include font files.

BMW’s voice

BMW USA’s voice is confident, concise, and driven by movement. Make performance and innovation feel exciting without losing clarity or composure. Use direct, active language and pair emotional appeal with practical detail when explaining technology, ownership, or offers.

  • “Packed with power and made to maneuver, BMW M excels on the track and in the street”
  • “Innovation stays the course. Exceptional offers continue”
  • “Go boldly. Go everywhere”
  • “All-electric and all-exhilarating”

Dos and don’ts

Do

  • Make the vehicle’s form, details, and driving experience the focus of vehicle creative.
  • Pair sophisticated design and performance with useful, clearly expressed technology and everyday benefits.
  • Use BMW blue as a purposeful accent within a light, uncluttered visual system.
  • Write with confident energy and concrete language; connect emotional claims to specific features or experiences.
  • Keep the BMW roundel clear and use BMW M identity only in BMW M contexts.

Don’t

  • Crowd the composition with competing decoration or bury the vehicle beneath copy.
  • Make technical claims vague or present estimated vehicle figures without their relevant qualifications.
  • Let high-energy language become noisy, boastful, or unclear.
  • Treat BMW M, BMW i, partner, or group marks as interchangeable with the BMW roundel.

BMW imagery

185 images from bmw.com, in 6 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery identity and stories

17 images

Use polished, high-production imagery to show BMW vehicles in considered settings and connect the Brand to people, communities, design, and progress. Corporate storytelling can include real customer, employee, community, and innovation moments; keep the human story natural and grounded.

  • A stylish Black man in a navy jacket and glasses leans casually against the hood of a vibrant blue BMW, focused on his smartphone.
  • A wide vertical photograph captures a vast, shimmering night sky filled with countless stars over a jagged red rock formation.
  • A wide-angle photograph of the modern, glass-walled A&L BMW dealership at dusk under a soft, pale sky.
  • A close-up selfie captures four people inside a car, with two smiling men in the foreground framing the shot.
  • A large, diverse group of smiling children and adults pose for a wide-angle group photo in a spacious, modern lobby with concrete floors and high ceilings.
  • Four men in business-casual attire, including button-down shirts and slacks or jeans, stand side-by-side in a medium shot.
  • A minimalist map of the United States features scattered dark blue location pins across several highlighted light blue states.
  • A high-angle drone photograph captures a line of five motorcyclists riding along a winding, light-gray bridge that arcs over a turquoise alpine lake.
  • A high-angle photo captures a woman with a bright smile in an ochre-colored jacket as she receives a car key from a male employee at a dealership counter.
  • A man in golf attire and a young woman wearing a green 'EVANS SCHOLAR' caddie bib stand together on a golf course.
  • A sleek, dark gray humanoid robot with a black glass visor head stands centered in a bright industrial factory setting.
  • A metallic blue BMW iX electric SUV is parked in a vast, dark asphalt lot while plugged into a slim charging pedestal.
  • A dark teal BMW Vision Neue Klasse X concept car and a white BMW iX sit parked on a rooftop lot against a backdrop of glass skyscrapers.
  • A dark teal BMW SUV and a white BMW SUV are parked side-by-side in a rooftop lot against a city skyline.
  • A wide-angle panorama features three modern BMW vehicles—a gray SUV, a white sedan, and a black SUV—parked on a rugged, sandy shoreline at sunset.
  • A panorama showcases three BMW vehicles—a black X5 SUV, a white 3 Series sedan, and a blue iX electric SUV—parked together on a paved overlook.
  • A horizontal typographic graphic featuring the words 'BEYOND THE MACHINE' in a bold, white sans-serif font.

Imagery electric mobility

50 images

For electric mobility, show charging as part of a seamless journey: the vehicle, charger, place, and driver experience belong together. Use charging environments, home charging, public stations, roads, and relevant accessories to make the benefit tangible. Keep BMW ChargingNetwork and My BMW App imagery recognizable as BMW experiences; keep third-party provider marks separate from BMW identity.

  • A wide-angle outdoor photograph showcases three modern electric BMW vehicles parked at an IONNA charging station under a sleek, orange-roofed canopy.
  • A three-quarter front view of a sleek, white modern BMW sedan featuring a black panoramic glass roof and aerodynamic wheels.
  • A blue BMW electric SUV is parked under a modern, red-roofed charging canopy labeled "IONNA" in white block letters.
  • A close-up photo shows a deep navy blue BMW sedan plugged into a white Tesla Supercharger station marked with red lettering and the label '2C'.
  • A white smartphone tilted diagonally shows an electric vehicle charging station map centered on New York.
  • A sleek black BMW sedan and a champagne-colored BMW iX SUV are parked on a modern patterned stone driveway.
  • A high-angle, outdoor photo shows the roof and rear side of a silver electric sedan parked on a dark asphalt driveway while charging.
  • A blue BMW iX electric SUV is captured from a rear three-quarter angle as it drives along a winding coastal highway.
  • A head-on lifestyle shot features a dark grey metallic BMW electric sedan parked on a sunny city street, connected to a sleek white charging station on the…
  • A large, bright blue map pin with a white electric plug icon inside sits at the center of a pale, white-lined grid map.
  • A lineup of three modern BMW electric vehicles, including a white i4 and a matte grey iX, are parked at a sleek IONNA charging station.
  • A professional product shot features two electric vehicle charging solutions side-by-side on a plain white background.
  • A studio product shot of two black electric vehicle charging adapter heads side-by-side against a light gray background.
  • A close-up, low-angle shot of a sleek electric car charging in a dim garage, illuminated by a warm, golden haze of light.
  • A low-angle lifestyle photo captures a multi-generational family loading the trunk of a car for a trip.
  • A sleek, dark gray BMW iX electric SUV is captured in a low-angle tracking shot as it speeds down a city street at twilight.
  • A sleek white BMW electric sedan is parked at an IONNA charging station under a wide, modern canopy with a terracotta-colored underside.
  • A head-on shot of a metallic grey BMW electric vehicle charging at a sleek, futuristic station under a bright blue sky.
  • A wide-angle landscape photograph features a paved, empty road curving gently along the base of a massive, craggy mountain ridge.
  • An elevated, wide-angle studio shot reveals the intricate metallic chassis and skateboard platform of an electric BMW vehicle.
  • A high-speed motion shot of a car's rear speeding along a winding desert road at sunset.
  • A silver BMW i4 cruises along a coastal mountain road, captured in a low-angle tracking shot that emphasizes speed through heavy motion blur on the pavement…
  • A metallic blue BMW iX electric SUV is captured in a dynamic rear-three-quarter motion shot as it drives along a coastal road.
  • A close-up photograph focuses on the front-left quarter of a metallic teal BMW electric vehicle being charged.
  • A sleek, wide-angle interior photograph focuses on a BMW curved display stretching across a modern car dashboard.
  • A high-angle, outdoor shot focuses on a matte silver electric sedan being charged in a modern driveway.
  • A blue BMW iX SUV and a grey BMW i4 sedan are parked on a seaside asphalt road, flanking a central blue electric vehicle charging pillar.
  • A man in a tan suit and blue turtleneck stands with his back to a slate-grey BMW X5 plug-in hybrid that is charging in front of a modern, geometric white…
  • A sleek silver BMW i7 electric sedan is parked on a curved stone driveway and plugged into a wall-mounted charger via a blue cable.
  • A close-up photograph features a focused male mechanic with dark, curly hair and a stubble beard looking upward while working under a vehicle.
  • A matte dark gray BMW iX electric SUV is parked and charging against a towering wall of beige, vertical fluted tile that creates a rhythmic, undulating…
  • A worker in a bright yellow safety vest and green MaxiFlex gloves carefully lifts a heavy, perforated metal server chassis from a stacked pallet.
  • A silver BMW i5 sedan is captured in a dynamic three-quarter rear tracking shot as it drives along a rural road at sunset.
  • A high-angle, close-up lifestyle photo captures a smiling couple relaxing on a dark gray sofa while looking at a silver laptop.
  • A sleek silver BMW i7 luxury sedan glides along a highway in a high-speed motion-blur shot.
  • A light-colored BMW iX electric SUV is parked under the overhang of a modern wood-paneled house at sunset, with its glowing headlights facing forward.
  • A man in a long, patterned houndstooth coat approaches a matte dark grey BMW M5 to unplug it from a sleek black charging station.
  • A high-angle 3D technical illustration displays an exploded view of an electric vehicle battery pack.
  • A close-up photograph features a complex, black matte multi-spoke BMW alloy wheel with silver machined edges and a central blue-and-white BMW logo.
  • A metallic blue BMW iX electric SUV drives along a winding coastal highway, captured from a rear three-quarter perspective.
  • A man in a tan suit and blue turtleneck stands with his back to a teal BMW X5 plug-in hybrid that is charging at a white station.
  • A charcoal gray BMW SUV is parked at a three-quarter angle on the right side of a wide, minimalist white studio space.
  • A high-angle, top-down photograph captures a sweeping, modern curved pedestrian bridge spanning over a wide asphalt intersection.
  • A close-up cinematic photo shows a person in a navy business suit and white shirt cuff inserting a black electric vehicle charging nozzle into a dark, glossy…
  • A wide, horizontal texture of a gray stone or concrete floor is illuminated by a bright, soft light from above.
  • A horizontal row of four major electric vehicle charging company logos presented in a minimalist, monochrome grey.
  • A horizontal banner featuring four logos for electric vehicle charging networks rendered in a solid, medium gray on a plain white background.
  • A horizontal banner features four gray electric vehicle charging company logos spaced evenly apart.
  • A horizontally aligned row of four company logos in a monochrome grey palette against a white background.
  • A horizontal corporate logo features a simplified BMW roundel on the left, rendered in a flat graphic style with a gray border and blue and white quadrants.

Imagery digital experience

21 images

Preserve BMW product-interface imagery when it helps explain the experience: show clear, legible vehicle displays, connected services, navigation, driver assistance, or app use. Keep interface content credible and relevant to the scene; do not make an illustrative screen look like an unverified product feature.

  • A stylish Black man in a navy bomber jacket and glasses leans against the front hood of a vibrant blue car while checking his phone.
  • An angled mockup of a white smartphone displays a mobile app interface for locating EV charging stations across New York.
  • A close-up lifestyle photo shows a pair of hands holding a smartphone displaying a map route for a "Trip to Portland." The screen shows a blue path…
  • A wide dashboard touchscreen in a vehicle displays a detailed digital navigation map of the Midwestern and Eastern United States.
  • A wide cinema screen descends from the panoramic glass roof of a luxury car, displaying a mountain landscape to a rear passenger.
  • A woman with short brown hair, wearing a tan leather jacket, sits in the driver's seat of a modern vehicle while touching a glowing blue digital dashboard.
  • A woman with short brown hair in a tan leather jacket sits in the driver's seat of a car, reaching out to touch a glowing digital dashboard display.
  • A low-angle, first-person view from the hood of a vintage racing car speeding down a racetrack toward a distant bridge.
  • A high-tech digital dashboard and heads-up display project navigation data against a blurred dark road at night.
  • A close-up shot of a dark-themed automotive infotainment touchscreen displays a 'Media' settings menu with a gold and black aesthetic.
  • The futuristic interior of a BMW features a large, angular central touchscreen displaying a coastal navigation map and media controls for 'Indeed' by Joy…
  • A wide-angle interior shot of a BMW dashboard highlights a large, angular central display showing a 3D night-mode city map.
  • A hazy, cinematic photo captures the silhouette of a man from behind as he gazes out toward a wide horizon under a vast, cloudy sky.
  • A side-profile lifestyle photo captures a young woman and boy seated in the bright white leather backseats of a modern vehicle with a panoramic sunroof.
  • A close-up, low-angle shot of a metallic grey BMW electric SUV cruising down an urban highway.
  • A close-up digital interface graphic shows a dark dashboard display with a glowing blue and yellow orb avatar at the center.
  • A high-angle bird's-eye view shows a sleek, grey sedan centered on a flat, concrete surface.
  • A first-person point-of-view digital rendering shows a hand lightly gripping a futuristic steering wheel on a bright, open highway.
  • A rear-view shot of a metallic champagne BMW concept car positioned in a bright, outdoor parking lot.
  • A close-up POV shot from the driver's seat of a BMW shows a hand interacting with a geometric, hexagonal touch screen displaying 'PARKING VIEW INCL.
  • A close-up interior photograph of a modern BMW featuring a prominent, wide curved touchscreen display and a beige upholstered steering wheel.

Imagery vehicles and lifestyle

80 images

Show vehicles as designed objects and as part of a lived driving experience. Use elegant architecture, open roads, striking natural landscapes, or restrained urban settings to complement the car rather than compete with it. Show recognizable exterior lines, purposeful motion, and thoughtful cabin details. Human presence can bring warmth and scale to lifestyle imagery.

  • A bronze BMW X5 SUV is parked at a three-quarter angle on an asphalt mountain road.
  • A pristine white BMW X3 SUV is shown in a clean, professional product shot from a three-quarter front angle.
  • A metallic blue BMW iX electric SUV is parked at dusk in an asphalt lot overlooking a calm ocean.
  • A matte grey BMW 3 Series sedan cruises down a sun-dappled urban street, its sleek profile captured from a dynamic low angle.
  • A dark green BMW iX and a white BMW iX are parked side-by-side in a vast, empty asphalt lot against a skyline of modern glass skyscrapers.
  • A dark blue BMW SUV navigates a sweeping curve on a high-speed coastal road.
  • A sleek black BMW 3 Series sedan stands centered in a vast, dark asphalt parking area, silhouetted against a dramatic mountain landscape.
  • A high-angle, wide-action photograph captures a silver BMW X7 SUV cruising along a winding mountain road.
  • A vibrant metallic blue sedan speeds along a curved mountain road under a clear, vast sky.
  • A sleek silver BMW sedan speeds along a coastal highway, captured in a dynamic action photo with heavy motion blur on the passing rocky cliffs and asphalt.
  • A dark blue BMW iX electric SUV speeds along a winding coastal highway, its motion captured with a dynamic low-angle blur.
  • A matte grey BMW concept SUV is parked on a smooth, reflective concrete platform overlooking a coastal pine forest.
  • A man with short-cropped black hair and glasses smiles warmly while looking down at his smartphone, leaning against a sleek, metallic grey sedan.
  • A man and woman walk toward the open liftgate of a black SUV parked on a city street, carrying gear for a trip.
  • A sleek, metallic-grey BMW sedan charges at a modern IONNA station under a wide, dramatic canopy with a vibrant red underside.
  • A close-up, low-angle shot of the front of a silver BMW i5 at twilight, highlighting its glowing, illuminated kidney grille contour.
  • A luminous striped light pattern projects onto grey stone pavers from beneath a silver BMW sedan parked in the evening shadows.
  • A high-angle, close-up photograph of a sleek silver sedan parked on a paved driveway, focusing on its expansive panoramic glass roof.
  • A wide-angle interior photograph from the back seat of a modern vehicle reveals a spacious cabin under a large glass sunroof showing a clear blue sky.
  • A close-up photograph features the sleek, modern dashboard of a vehicle, highlighting a high-definition infotainment screen displaying a desert landscape map.
  • Concentric, glowing rings in gradients of neon blue, pink, and red pulse outward from a Bowers & Wilkins speaker grille inside a luxury car door.
  • A wide, curved digital dashboard stretches across a modern car's interior, showcasing a vibrant infotainment menu with icons like YouTube and BMW messages.
  • A wide, curved digital dashboard inside a modern vehicle displays a colorful cartoon racing game titled 'Go Kart Go!
  • A first-person point-of-view digital rendering shows a driver's gloved hands on a BMW steering wheel while navigating a highway curve.
  • A digital 3D rendering features a white sedan with its driver-side door open, parked on a city street.
  • A close-up studio shot highlights the open fuel or charging port of a vibrant red sedan.
  • A black BMW SUV sits angled in a dramatic spotlight between modern and historic architecture under a clear blue sky.
  • A dark BMW SUV drives head-on toward the camera along a winding mountain road under a clear blue sky.
  • A side-profile studio photograph of a black BMW X1 parked on a light gray concrete floor.
  • A sleek black BMW SUV is parked on a concrete plaza beneath a massive, modern building with a distinctive metallic louvered facade.
  • A glowing red L-shaped taillight defines this close-up studio shot of a black BMW X1's rear.
  • A wide, curved digital display dominates this BMW cockpit photograph, seamlessly integrating a digital speedometer reading "0 mph" and a large infotainment…
  • A high-angle, vertical close-up captures the modern floating center console and light beige leather seats of a luxury vehicle.
  • A wide-angle interior photograph focuses on the empty rear bench of a modern SUV, featuring premium off-white leather with horizontal stitching.
  • A highly detailed studio shot of a modern car's internal chassis and drivetrain, including the engine, steering wheel, suspension, and exhaust system.
  • A high-angle product shot captures the modern center console of a car, featuring a sleek silver and black control island with a toggle-style gear selector…
  • A black BMW X1 SUV drives rapidly around a mountain curve, its silver kidney grille and LED headlights catching the bright daylight.
  • A high-angle digital rendering of a white sedan on a curving multi-lane highway, surrounded by a circular blue radar graphic that scans the asphalt and…
  • A deep blue BMW i5 sedan is parked on a sunlit city street, framed from a low-angle perspective through the silhouette of a wooden structure.
  • A deep blue BMW i5 sedan speeds along a two-lane winding road at sunset, captured from a low, dynamic rear-quarter angle.
  • A dark blue BMW is parked head-on in a low-light evening setting, emphasizing its luminous 'Iconic Glow' kidney grille.
  • A high-angle, close-up shot of a dark blue BMW sedan showcases its puddle light projection, which casts a bright, geometric white lined pattern onto a gray…
  • An overhead, high-angle shot focuses on the expansive panoramic glass roof of a dark grey sedan, revealing tan leather seats through the tint.
  • A high-angle interior shot reveals the front and back leather seats of a luxury vehicle, featuring intricate V-shaped diamond stitching and perforated textures.
  • A close-up shot focuses on a modern vehicle's wide infotainment screen displaying a vibrant topographical map of a desert coastline.
  • A wide-angle interior view from the back seat of a BMW shows a high-tech dashboard and panoramic screen displaying 'harman/kardon' sound settings.
  • A wide-angle interior photograph focuses on a sleek, dual-screen curved dashboard display inside a modern BMW.
  • A wide, curved digital dashboard in a modern car's cockpit displays a vibrant kart racing game titled 'Go Kart Go!
  • A first-person point-of-view digital rendering shows gloved hands gripping the polygonal steering wheel of a modern BMW.
  • A metallic grey BMW X7 SUV is parked on an elevated concrete platform overlooking a rugged desert mountain range.
  • A silver BMW X7 luxury SUV dominates the frame as it speeds toward the viewer on a desolate asphalt highway.
  • A grey BMW X7 SUV is parked on a stone patio, angled to showcase its rear and side profile.
  • A head-on studio product shot of a metallic blue-grey BMW X7 SUV against a plain white background.
  • A side-profile product shot of a dark charcoal BMW X7 SUV against a plain white background.
  • A direct studio rear-view photo of a dark metallic blue BMW X7 xDrive40i against a plain white background.
  • A high-angle interior product shot showcases two-tone leather seating in a luxury vehicle with a focus on the front passenger side.
  • A wide-angle interior photograph of a BMW X7 cabin shows the luxurious dashboard and front passenger seat at dusk.
  • A high-angle interior shot of a luxury SUV features two-tone cream and dark gray leather seats with intricate hexagonal quilting.
  • A wide-angle interior photograph of a modern BMW SUV cockpit showcases a curved panoramic digital display showing a 3D navigation map and instrument cluster.
  • A metallic grey BMW X7 SUV drives from right to left along a paved two-lane road in a vast, arid landscape.
  • A wide-angle photograph from the driver's perspective captures the spacious three-row interior of a luxury SUV, highlighting white diamond-quilted leather…
  • A close-up studio shot highlights the rear climate control panel of a luxury vehicle, showing a digital display set to "68°F AUTO." The black matte console…
  • A close-up photograph of a luxury vehicle's interior door panel, featuring an illuminated Bowers & Wilkins speaker system.
  • A close-up studio shot highlights the front-left matte black multi-spoke wheel of a white BMW SUV.
  • A sleek, black and silver aerodynamic roof box with a small BMW logo is mounted on silver roof rails of a slate-blue luxury SUV.
  • A close-up studio shot highlights a tablet mounted to the back of a beige leather car seat with a sleek black bracket.
  • A frontal product shot of a metallic taupe BMW SUV Concept parked in the driveway of a minimalist, white modern villa during dusk.
  • A high-angle, slightly side-profile shot of a sleek, dark grey SUV parked on a light concrete driveway beside a patch of grass.
  • An extreme close-up photograph features a sleek, integrated digital side-view mirror on a dark vehicle door.
  • A close-up, angled outdoor photo focuses on the rear passenger side and tailgate of a dark gray BMW iX.
  • A striking close-up photograph features the intricate, geometric hub of a BMW multi-spoke wheel rim.
  • A side-angle shot features a metallic gray BMW SUV parked on a gray stone driveway under an overcast sky.
  • The sleek front profile of a dark grey BMW electric vehicle with a distinctive illuminated kidney grille and double-X headlight signature is parked behind a…
  • A close-up photograph features the rear view of a dark grey BMW iX SUV at dusk, centered on the tailgate's clean lines and slim horizontal taillights.
  • A close-up studio photograph of a modern car's center console featuring a sleek, black glass gear selector toggle set into a textured, dark grey slate-like…
  • An extreme close-up photo focuses on the back of a light-colored vehicle's front seat, showcasing a built-in accessory dock with a metallic latch and a USB-C…
  • A luminous, faceted amber trim piece highlights the interior door panel of a luxury vehicle, set against clean white upholstery.
  • A metallic grey BMW iX50 SUV is parked in a modern courtyard, connected by a thick black cable to a sleek charging pillar.
  • A futuristic grey BMW SUV speeds down a winding road, its illuminated white 'double-kidney' grille and sharp LED headlights cutting through a soft, hazy…
  • A woman with short dark curls drives a modern vehicle, her hands gripping the steering wheel while looking ahead with a focused expression.

Imagery campaigns and offers

11 images

BMW USA’s campaign and offer imagery uses the vehicle, its setting, and a concise message to frame the offer or ownership benefit. Keep pricing and financing copy legible and tied to the right vehicle and terms. Use only current, verified offer details in campaign work.

  • A light beige BMW iX electric SUV speeds across a bridge against a moody, overcast sky.
  • A metallic sage green BMW X5 plug-in hybrid is parked outdoors and connected to a white pedestal charging station.
  • A black BMW SUV drives dynamically along a winding mountain road, captured with a motion blur that emphasizes speed.
  • A light silver BMW sedan drives along a city street with motion-blurred wheels and a streaking background of modern glass architecture.
  • A sleek, crimson red BMW 2 Series coupe is parked in profile against a modern building with large glass windows and textured wood panels.
  • A side profile photo of a white BMW 4 Series convertible parked under a Brutalist concrete structure.
  • A sleek, matte charcoal grey BMW performance sedan powers through a corner on an asphalt racetrack.
  • A silver BMW SUV and a white BMW sedan are parked side-by-side on an asphalt road in soft, low-angled sunlight.
  • A man in a pale blue suit walks toward a matching dark blue BMW iX electric SUV parked in a bright, modern airport parking garage.
  • A close-up product shot of a dark charcoal BMW's front fascia highlights the iconic chrome-rimmed kidney grille with vertical slats.
  • A matte grey BMW i4 electric sedan is parked outside a modern garage, connected by a blue charging cable to a wall-mounted BMW Wallbox.

Imagery m performance

6 images

BMW M creative should feel focused, athletic, and engineered for performance. Put M vehicles in environments that suggest track capability or dynamic road handling, and use close detail to emphasize purposeful design and technical craft. The BMW M emblem is specific to M identity; do not use it as a substitute for the BMW roundel.

  • This graphic features a bold, sans-serif letter 'M' in a light metallic silver, preceded by three distinct diagonal stripes.
  • A bright red BMW sports coupe leads a trio of luxury vehicles, including a blue SUV and a grey sedan, parked on an asphalt racetrack at golden hour.
  • Two BMW electric vehicles, a bright blue sedan and a matte grey SUV, are parked angled toward the viewer on a pale, tiled ground.
  • A deep blue BMW 4 Series Coupe and a champagne-colored BMW X3 SUV are parked together against a soft, atmospheric mountain landscape.
  • The BMW M series logo features three distinct, parallel diagonal stripes in light blue, dark blue, and red, leaning to the right.
  • This graphic features the BMW M logo, composed of a large, bold white 'M' preceded by three slanted parallel bars.

Download BMW’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow BMW’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 185 images and the logos. The font files belong to Bayerische Motoren Werke AG, so they’re left out.

Download the Brand SkillZIP, 20.0 MB

bmw-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ colors.md

│ ├ dos-and-donts.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-identity-and-stories.md

│ ├ voice.md

│ ├ imagery-electric-mobility.md

│ ├ imagery-digital-experience.md

│ ├ imagery-vehicles-and-lifestyle.md

│ ├ imagery-campaigns-and-offers.md

│ └ imagery-m-performance.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from bmw.com on 3 Nov 2026. It isn’t BMW’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

BMW and its logos are trademarks of Bayerische Motoren Werke AG. Rainbrand isn’t affiliated with or endorsed by Bayerische Motoren Werke AG.

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