October 1, 2025

BMW Open Innovation Rebranding

Section 1: The Vision

Rebranding Light Open Innovation Department

BMW Group AG

What We Wanted to Do:

The BMW Open Innovation unit was in need of a refreshed identity that reflected its evolving role as a driver of innovation within the BMW Group. The objective was not a full rebrand, but a “Rebranding Light”: a modernization of the visual and narrative identity that would highlight agility, openness, and future orientation. The vision was to position Open Innovation as a distinct, forward-thinking unit within the global BMW ecosystem — maintaining alignment with the overarching BMW brand while carving out a recognizable space for innovation, collaboration, and entrepreneurial spirit.

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Section 2: The Execution

Bringing Ideas to Life

What We Did:

Our execution combined strategic brand thinking with practical design deliverables to ensure both immediate applicability and long-term scalability:

Identity System: Developed a refreshed visual language including logo adaptations, typography, and color palette. The identity conveyed clarity, modernity, and openness, ensuring consistency while differentiating the unit.
Guidelines & Assets: Created a brand guideline framework with detailed specifications, enabling internal and external stakeholders to implement the new identity seamlessly. Deliverables included digital templates, presentation decks, and visual assets for cross-functional use.
Strategic Messaging: Defined positioning statements and communication principles to frame Open Innovation as approachable, agile, and future-oriented, while retaining BMW’s premium and precise brand DNA.
Scalability: Ensured that all design decisions could be adapted across touchpoints, from internal communication to external partnerships, without diluting the BMW identity.

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Section 3: The Outcome

Measuring Our Success

How it Went:

The “Rebranding Light” successfully revitalized the BMW Open Innovation brand presence. The new identity was received positively by internal stakeholders, who reported improved clarity, usability, and resonance with the unit’s mission. The refreshed brand narrative positioned Open Innovation as a credible, modern, and distinct entity within the BMW Group, strengthening its ability to attract external partners and communicate its value.

This project demonstrated the effectiveness of a lean but strategic approach to branding: delivering visible impact without overhauling the core identity. By aligning creative execution with the precise needs of the organization, we achieved a balance of continuity and renewal — ensuring that Open Innovation’s brand is equipped to evolve alongside its ambitions.

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Section 4: In Their Words

"The team at FADETOBLACK went above and beyond in launching the Doc Buchhorn Podcast. They weren’t just there to execute; they were an integral part of shaping the strategic direction with their deep understanding of 21st-century political and societal trends. The result is a podcast that’s not only informative but truly resonates with the audience. Working with them felt like having a trusted partner in every step of the process."

Dr. Tomas Buchhorn

CEO of Vital Care

BMW Open Innovation Rebranding

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