BMW has officially introduced the new logo for its Alpina brand, which they recently fully acquired after a 60-year partnership. The company plans to launch BMW Alpina as an exclusive standalone brand in 2026. The new logo features a blocky, angular font that evokes a retro feel, linking the brand's past with its future without any hidden BMW design elements. BMW describes the logo as radiating "clarity, calm and confidence." The design takes inspiration from an asymmetrical version of the Alpina logo created in the 1970s. Unlike the controversial flat logo that BMW rolled out in 2020, which received significant backlash and was updated in 2025, the Alpina logo seems to play it safe. It’s functional and unlikely to provoke strong opinions, making it more palatable for fans of both brands. The article suggests that BMW could look to the successful rebranding of its Motorrad division for insights as it moves forward with Alpina.