Putting the "BMW" lettering on whatever color happens to be behind it creates a strenge dependency that didn't exist before. I'd say that part of the criticism

Putting the "BMW" lettering on whatever color happens to be behind it creates a strenge dependency that didn't exist before. I'd say that part of the criticism is valid. But the rest of the logo adheres to BMW logo heritage, as the article admits. "Flattening" the central part of the logo, meant to evoke a whirling propeller, is an improvement. My bet is the logo does not make it past concept car use. It has to be terribly finicky to get a logo with so many separate parts right. Or there's a clear plastic part that won't age as well as the metal parts.