BMW’s Look Is About More Than the Kidney Grille, Design Boss Says
Posted on October 13, 2023
Every brand would probably love to have a signature design element that makes it instantly recognizable to everyone in the world. Owning an icon that customers can immediately spot in a crowd is priceless for marketers. BMW doesn’t just have one such cue—it’s lucky enough to claim two. But BMW design boss Adrian van Hooydonk believes that there are other, more cohesive characteristics that must visually define the company’s products.
During a recent interview with BMW Group Classic’s JP Rathgen, van Hooydonk was asked about BMW leaning too much on its two major design elements: those iconic kidney grilles and the Hofmeister kink, the little C-pillar/window slant that’s been on almost every one of the automaker’s cars since the 1970s.
“I would say it’s not just the grille, or the lamps, or Hofmeister kink that makes a BMW,” van Hooydonk said. “It’s about proportion, it is about precision, it’s about the treatment of surfaces and lines.”