Alpina’s Logo Just Got Slightly Less Cool

BMW inked a deal to take over Alpina in 2022. The German automaker is beginning to exert that control, recently trademarking a new, flatter, and less exciting logo for the tuning brand.

The latest Alpina logo features its first overhaul in over two decades. The most noticeable change is the missing red-and-white shield. The throttle and crankshaft symbols remain, but the filing shows the two components in a simple circle, mimicking BMW’s iconic roundel. It’s a simplified design, mimicking a trend, in just black and white with a tweaked and taller font.

The trademark filing, first discovered by CarBuzz, lists its uses for automobiles, commercial information, and parts and accessories services, so we’re likely to see the new branding on more than just future Alpina models. However, it’s unclear what those cars will be.

When the two brands announced the deal, BMW said Alpina would build modified cars through the end of 2025, begin offering restoration services, and expand its services business. According to the automaker, it’s difficult to operate a small firm independently with increasing emissions regulations and safety standards, so acquiring it would allow the Alpina brand to remain on the market.

Alpine began operation in 1965, tuning and racing BMW models before building complete vehicles. While vehicle production will cease at its Buchloe facility at the end of the year, Alpina’s service, parts, and accessories business will continue at the location, and we hope to see the new badge on a real vehicle soon.