In a bold yet understated move, Alpina has revealed a new logo — its first major design update in over 20 years. The change comes in the wake of BMW’s full acquisition of the boutique automaker in 2022, marking a new era for the brand long revered for its bespoke takes on BMW performance models.

The new emblem trades heritage flair for modern minimalism. Gone is the iconic red-and-white shield, replaced by a flatter, more subdued circular design that echoes BMW’s own roundel. While the signature dual-component motif remains — a nod to Alpina’s technical and performance heritage — the redesign feels notably restrained compared to the rich detail of the outgoing crest.

This visual transformation is more than cosmetic. It reflects a deeper strategic shift as BMW integrates Alpina more fully into its portfolio. When the acquisition was announced, BMW confirmed that Alpina would continue to modify vehicles while also offering restoration services and expanding its parts and accessory lineup. The new logo will be rolled out across all those touchpoints — from vehicles to marketing materials and merchandise — making Alpina’s refined identity more visible than ever before.

Founded in 1965, Alpina made its name tuning and racing BMWs before evolving into a low-volume manufacturer of exclusive performance luxury cars. The firm’s distinct blend of understated styling and high-performance engineering has earned it a cult following, especially among enthusiasts who favor elegance over aggression.

As Alpina transitions further under BMW’s wing, the redesigned logo signals both continuity and change. The DNA remains the same, but the badge it wears now speaks a more contemporary design language — one aimed at a broader, perhaps more global, audience.

For fans of the old crest, the update may take some getting used to. But for the future of Alpina, it’s a sign that the brand is preparing to write a new chapter — one shaped by its roots, but steered by BMW’s global vision.

Source: Alpina