Means small, mini (originally a model name on a Morris, which latter on rather became a car of its own).
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At the core of the new MINI brand identity lies an awareness of traditional values combined with the spirit of future-oriented development. This philosophy is also reflected in the visual appearance of the British premium brand, of which the central element is the MINI brand logo. The current interpretation of the globally familiar logo takes the form of a reduced design that focuses on the essentials. It will be seen on all current MINI models from March 2018 onwards.

mini logo 2015

2015 MINI logo update.

The new MINI logo draws on the three-dimensional style of depiction that has existed since the relaunch of the brand in 2001, applying this to a form of visual expression known as "flat design" that homes in on the key graphic elements. The preservation of the fundamental, tradition-steeped motif of a winged wheel with the brand name printed in capital letters at the centre ensures the logo will be instantly recognised. The deliberate avoidance of shading and grey tones creates a starkly contrasting black-and-white effect that conveys the authenticity and clarity of the new brand identity, its two-dimensional character also allowing universal application. The new logo will be applied as a product label to all MINI models – on the bonnet, at the rear, at the centre of the steering wheel and on the remote control.

The latest redesign ushers in another chapter in the varied history of the MINI brand logo. There is an especially striking similarity with the signet introduced for the classic Mini in the mid-1990s. At that time, the brand name also appeared in uppercase letters in the middle of a circle with stylised wings.

This combination of the wheel and wing symbols dates back to the very early years of the classic Mini. When the British Motor Corporation (BMC) put the Morris Mini-Minor on the market together with the structurally identical Austin Seven in 1959, the former bore the logo of the Morris brand. This featured a red ox and three blue waves – the symbol of the city of Oxford – which appeared inside a circle with two stylised wings to the left and right. By contrast, the sibling model – which went by the name of Austin Mini from 1962 onwards – bore its hexagonal logo above the radiator grille, showing the brand's inscription and emblem. Two additional individual variants of the revolutionary small car also appeared under two other BMC brand names – Wolseley and Riley. The Wolseley Hornet and the Riley Elf were more distinguished in their design, not only featuring a modified body and exclusive fittings but also bearing their own distinctive brand logo in each case.

It was not until 1969 that the multiple identity of the classic Mini came to an end. From then on it was produced solely at the Longbridge plant in the UK and at the same time was given the sole, illustrious model designation of Mini. To mark this step, the classic Mini was also given a new logo: the motif here was a classic emblem featuring an abstract design that had no similarity at all with the original symbols. The so-called Mini shield remained in use for decades, its design being adapted on a number of occasions. Numerous special classic Mini models were given individually designed logos, though all of them were based on the universal emblem format.

The new edition of the Mini Cooper in 1990 saw a change to these strict principles: there was now a return to traditional logo design and a focus on the sporting merits of the classic Mini. A chrome-plated wheel with stylised wings echoed the Morris Mini-Minor logo, but instead of the ox and waves, the red inscription "MINI COOPER" now appeared with a green laurel wreath against a white background. In 1996 this variant was then applied to the other models with a modified background and the inscription "MINI" – the light inscription standing out against a green background.

Just a few years later during relaunch preparations for the brand – which today belongs to the BMW Group – the decision was made to redefine not just the MINI identity but also its logo. In this case, the logo design most recently used for the classic Mini was taken as a basis and consistently modernised. At its premiere in November 2000 the modern MINI appeared with a high-quality, three-dimensional logo design featuring the brand inscription in white against a black background. The chrome wheel and stylised wings remained unchanged for nearly 15 years and became the globally familiar symbol of driving fun, individual style and premium quality in a small car of the 21st century. The new MINI logo likewise reflects a clear commitment to the tradition of the British brand, which now stretches back almost 60 years.

The Mini is the name of a small car produced from 1959 to 2000, and the name of its replacement (known as New MINI) launched in 2001.

Original Mini.
The original Mini (1959-2000) was a revolutionary and distinctive small car designed for the British Motor Corporation (BMC) by Sir Alec Issigonis (1906-1988). It was manufactured in Birmingham, England.

1959 to 1970.
Designed as project ADO15 (Austin Design Office), the first models were marketed with the names Austin Seven (often written as SE7EN) and Morris Mini-Minor in England. Until 1962, they appeared as the Austin 850 and Morris 850 in North America and France. The production model differed from the original prototype (affectionately named "The Orange Box") due to the addition of a front subframe, on which the engine was mounted, and by the engine being mounted with the carburettor at the back, rather than at the front, as in the prototype, due to carburettor-icing. This required an extra cog in the revolutionary gearbox, which reduced the top speed from an unprecedented 90 mph to a more manageable (for the time) 60 mph. The car suspension also featured the use of rubber cones as springs ? a design adapted from Issigonis's home-built racer.

Issigonis' friend John Cooper, owner of the Cooper Car Company and Formula 1 Champion in 1959 and 1960, saw the potential of the little car, and after some experimentation and testing, the two men collaborated to create a nimble, economical, and inexpensive car. The Austin Mini Cooper and Morris Mini Cooper debuted in 1962.

The original 848cc engine from the Morris Mini-Minor was increased to 997 cc, boosting power from 34 bhp to 55 bhp (25 to 41 kW). The car featured a racing-tuned engine, double SU carburetors, and disc brakes, uncommon at the time in a small car. 1,000 of this iteration were commissioned by management, intended for, and designed to meet the homologation rules of, Group 2 rally racing. The 997 engine was replaced by a shorter stroke 998 cc unit in 1964. By the time production of the Cooper model ended in 1967, 12,274 of these popular cars had been sold to the public. A more powerful Mini Cooper, dubbed the "S", was developed in tandem and released in 1963. Featuring a 1071 cc engine and larger disc brakes, 4,030 Cooper S's were produced and sold until the model was updated in August, 1964. Cooper also produced two models specifically for circuit racing, rated at 970cc and a 1275cc, both of which were also offered to the public. The smaller engine model was not well received and only 963 were built until the model was discontinued in 1965. Over 40,000 1275 cc Cooper S models were produced before this too was discontinued in 1971.

From 1967 to 1970, Issigonis had been designing a replacement for the Mini in the form of an experimental model called the 9X. It was shorter and more powerful than the Mini, but due to politicking inside British Leyland, which had been formed from the merger of BMC and Standard-Triumph, the car was not built. It was an intriguing "might-have-been;" the car was technologically advanced and many believe it would have been competitive up until the 1980s.

Updated 998cc and 1275cc models were produced after the introduction of the Mk. II body type in 1967. Production of the 998cc variant ended in 1969, with over 55,000 cars sold. The 1275cc variant soldiered on, adopting the slightly modified Mk. III body type in 1969?70, until January 1972. The Cooper company was quick to develop and sell a conversion kit for export models, which registered steady sales until 1975.

All early Minis utilized a conventional four-cylinder water-cooled engine, but departed from previous auto designs by mounting the engine transversely and placing the engine-oil-lubricated gearbox in the sump--all of this to allow for front-wheel drive, an elegant technical innovation ahead of its time. This compact engine design "pushed" the passenger space forward, creating a surprisingly roomy interior for a car with a diminutive overall footprint. Almost all small front-wheel drive cars built since the 1970s have followed this design model. To keep manual labor costs low, the Mini was assembled with quirky exterior welded seams. The early Minis also had an unusual suspension system that used rubber cones instead of conventional springs, leading to a rather raw and bumpy ride. This rigidity, and 10-inch diameter wheels at each corner, gave the Mini its famous go-kart handling. The suspension in the higher-end models was replaced by a hydrolastic system in 1964. The new suspension created a softer ride, but it also increased weight and production cost; the original rubber suspension later reappeared.

The Mini etched its place into popular culture in the 1960s with well-publicised purchases by film and music stars. Members of the Beatles and even Queen Elizabeth II owned one. Mini Cooper earned acclaim in Monte-Carlo rally victories in 1964, 1965, and 1967. It won in 1966 as well, but was disqualified. The Mini was also arguably the star of the 1969 film The Italian Job.

The popularity of the original Mini spawned many models that targeted different markets:

1961 and 1969: The Wolseley Hornet (reviving a sports car name from the 1930s), also known as the Riley Elf. Intended to be a luxurious small car with a more substantial boot (trunk) and a slightly different front.

1961 and 1969 (UK only): the Morris Mini Traveller and the Austin Mini Countryman. Standard two-door station-wagons with double "barn-door" style rear doors. The luxury models had wood inserts in the rear body. (This "half-timbered" styling is something uniquely and, according to some, bizarrely British.)

The Mini Van and Pick-up. Commercial panel van and truck derivatives. Built on the estate-car chassis but without side-windows and with a flat-bed, respectively.

The Austin and Morris Mini Moke. A bizarre all utility vehicle, this Jeep look-alike was first designed for the British Army, but without a good ground clearance or four wheel drive, it proved unworthy for military use.

Sales were strong across most of the model lines in the 1960s, but the car never made money for its makers. It had to be sold at less than its production cost to compete with rivals. It is also rumored that due to an accounting error, the car was always incorrectly priced and each sale made a loss for the company.

1970 to 2000.
In the early 1970s, under the ownership of British Leyland, the Mini was given a face-lift. The restyled version was called the Mini Clubman, and sported a modern, more square look. A new model, dubbed the 1275 GT, was slated as the replacement for the old Mini Cooper S. The Clubman Estate took over where the Countryman and Traveller left off. British Leyland continued to produce the classic 1960s designs, however. This was a smart move, as the new models were nearly universally panned, and faded away quickly.

In 1971, the Mini Cooper design was licensed in Italy by Innocenti and in Spain by Authi (Automoviles de Turismo Hispano-Ingleses), which began to produce the Innocenti Mini Cooper 1300 and the Authi Mini Cooper 1300, respectively.

In the late 1970s, Innocenti introduced the Innocenti 90 and 120, Bertone-designed hatchbacks based on the Mini platform. Bertone also created a Mini Cooper equivalent, christened the Innocenti de Tomaso, that sported a 1275 turbocharged engine.

Reports of the Mini's imminent demise surfaced again in 1980 with the unsuccessful launch of the Austin Mini-Metro (badging showed the word 'Mini' in all lowercase). In 1981 in New Zealand, the Mini starred in a "road trip" movie directed by Geoff Murphy called Goodbye Pork Pie. By this time, however, the Mini was beginning to fall out of favor in many export markets. South African, Australian, and New Zealand production all stopped around this time. In New Zealand, assembly lines switched to the newly popular Honda City.

Through the 1980s, the British market enjoyed numerous "special editions" of the Mini, which shifted the car from a mass-market item into a fashionable icon. It was this image that perhaps helped the Mini become such an asset for BMW, which later bought the remnants of BMC as the Rover Group. It was even more popular in Japan, where it was seen as a retro-cool icon, and inspired many imitators at major Japanese automakers.

A new Mini Cooper was briefly relaunched in 1990-1991, with slighter lower performance than the 1960s Cooper. It proved so popular that the new Cooper-marked Mini went into full production in late 1991. From 1992, Coopers were fitted with a fuel-injected version of the 1275cc engine, and in 1997 the multi-point injected engine was introduced, along with a front mounted radiator and various safety improvements.

In 1994 under Bernd Pischetsrieder, a nephew of Issigonis, BMW took control of the Rover Group, which included the Mini, fitting an airbag to comply with European legislation. By 2000, Rover was still suffering massive losses, and BMW decided to dispose of most of the company: MG and Rover went to Phoenix, a new British consortium; Land Rover went to Ford. BMW kept the Mini brand name and now sells a completely new Mini, technically unrelated to the old car.

Production of the original Mini outlasted its major competitors, the VW Beetle, the Citro?n 2CV, and the Metro, at least in Europe. The final Mini rolled off the assembly line in October 2000. A total of 5.3 million cars had been manufactured.

Unproduced prototypes.
A number of prototypes were produced for vehicles based on the Mini, which never saw production, but which were displayed at the British Car Heritage museum at Gaydon. These included the Twini, a re-engineered 4x4 Moke with two engines - one at the front, and another at the back, the Austin Ant, a second attempt to produce a 4-wheel drive vehicle, this time using a 4x4 gearbox, which was cancelled when BMC acquired Land Rover, and a two-seater convertible MG edition of the Mini, cancelled due to it being percieved as competition for the MG midget.

The New MINI.
Launched in 2001, the new MINI (note capitals, sometimes unofficially called BMW MINI) is built in Cowley in Oxford, United Kingdom. Historically this was the Morris car plant. The new MINI has a Brazilian-built Tritec engine. Like the original, this is a transverse four-cylinder unit, driving the front wheels. The styling of the car, like that of the new VW Beetle, is deliberately reminiscent of the original. The car has been criticized for its poor space-efficiency compared with the original, but it has quickly become a sales success in Europe and (from 2002) in the US. It comes in 4 models: the MINI One, MINI One D (with a Toyota-built diesel engine), MINI Cooper, and MINI Cooper S. In the US market, only the MINI Cooper and MINI Cooper S are sold. The car is featured in the 2003 remake of The Italian Job. New for 2005 production are the MINI Cooper (and S) convertibles, as well as a redesigned front and rear fascia for the hardtop models.

At the Geneva Motorshow 2004, BMW/MINI introduced a convertible model to be released in mid-2004. The car is available in 'One', 'Cooper' and 'Cooper S' versions worldwide (although the 'One' convertible, like its hardtop sibling, is not sold in the US). BMW have received a significant backlog of orders in the short period since its announcement.

The MINI Cooper/Cooper S won the North American Car of the Year award for 2003.

Next-generation New MINI.
BMW will introduce a new MINI for 2006 on a reengineered platform. This architecture is shared with PSA Peugeot Citro?n Group and will be more flexible. Additional MINI models, including a roadster and sport wagon, are likely. The Tritec engine will be replaced by a new BMW unit with an optional turbo rather than supercharging.

AutoWeek reported that a long-wheelbase version (reminiscent of the original Mini Estate) will also be produced. This may include a 5-door rear-hinged version similar to the Saturn ION Quadcoupe and Mazda RX-8.

In 2008, the Mini Clubman was introduced.

mini word mark

MINI word mark.

mini line

Mini logo.


Mini logo.

jcw logo

The John Cooper Works brand was sold to BMW in January 0f 2007. Mike Cooper, son of John Cooper the Formula One engineer, joined with BMW six years ago to help relaunch the MINI with his own John Cooper Works brand, which provided high performance options for MINI fans. Mike Cooper will continue to provide kits for first generation BMW MINIs.

mini mkii a

Austin Mini Cooper "S" MK II. (source: Austin-Rover).

mini mkii b

Austin Mini Cooper "S" MK II. (source: Austin-Rover).


History of the Mini.

Mini John Cooper Works   BMW bought JCW in January of 2007.
Mini ads   
Mini exhibits   
Mini related emblems   
Mini Clubman : 2008   
Mini Cooper by Castagna : 2007   Castagna Hybrid Tuning based on the Mini.
Auto Union Type C Miniature   A Full-Scale Accomplishment.
Mini Point-of-Purchase   
Mini miscellaneous   
Mini Countryman Wagon : 2004   
Mini Crossover : 2008   Unveiled at the 2008 Paris Motor Show.
Mini custom wraps   
Mini E : 2009   500, lease only, All-electric vehicle.
Mini October 2008 sales   Uup 56.4 percent from October 2007.
Mini Cooper S Convertible : 2009   
Mini 2008 December Sales   An increase of 0.1 percent.
Mini and Airstream   Designed by Republic of Fritz Hansen.
Mini Cooper S : 2009   The MINI Experience Continues.
MINI Returns to its Roots   
Mini Cooper 50 Mayfair : 2010   The MINI anniversary: looking back and looking forward.
Mini Cooper S 50 Camden : 2010   
Mini to Expand US Dealerships   
Mini   Official world site.
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THE "1900's" BOOK.
Each decade seems to have its own stylistic language, and this issue showcases logos, ads, cars, companies and products (and their typographical sensibilities) from the early 1900s.

Jrop Roadside
Car Shipping Companies
Auto Transport Quotes
Vehicle Transportation


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