The BMW logo is symbolic of a white propeller blade, against a blue sky. It reflects the origins of BMW as a maker of military aircraft engines during the first world war.

It is a good example of a strong brand-led company retaining the best of its heritage in the form a of distinctive logo design, without placing too much emphasis on the origins of the logo itself.

Ask yourself:

What is the heritage of my brand, and do I fully understand it? Your brand heritage may create opportunities for a more distinctive and motivating position in the mind of your prospects.