MINImalism

Since 1959, MINI has remained true to its roots, expressed in a simple, iconic design. The brand stands for an urban lifestyle that offers a maximum of experiences in a minimalist space. The out-of-home and ambient advertising campaign aims to communicate to people outside the fan community that today’s MINI models not only offer an efficient and creative way of moving around, but also score with technologically advanced safety and comfort features. MINImalism is the name of the manufacturer’s feature communication based on the wings of the MINI logo. The logo stripes have been transformed into versatile design elements that communicate the new functions and assistants in a way that makes them as simple and timeless as the car itself. In black and white throughout, the stripes visualise the new features – from the adaptive LED headlights and the parking assist sensors including proximity control to the dynamic stability control. The new design language thus expresses the functions and environments in a reduced and at the same time surprising way, making them applicable and clearly recognisable across a wide variety of analogue and digital channels.