Alpina Logo

Brand History

Alpina was founded in 1965 by Burkard Bovensiepen in Bavaria, originally operating from Kaufbeuren before moving headquarters to Buchloe. The company began as Burkard Bovensiepen KG with an early focus on engine modification, particularly working on BMW M10 engines during the 1960s. Over the following decades it built a reputation for creating luxury high-performance road cars based on BMW models.

In 2022 BMW announced its acquisition of Alpina. The full ownership transfer was completed in 2025, after which the entity was renamed BMW Alpina and positioned as a standalone brand within the BMW Group. This corporate change directly influenced the brand’s visual identity moving forward.

Alpina Logo Evolution

1965 – 2025: Classic Logo

The classic Alpina logo served as the primary emblem for six decades and featured mechanical symbols that paid tribute to the company’s founding-era tuning work.

• Design: Circular emblem modeled after BMW Roundel style with two concentric circles, brand name curved along the upper perimeter, and central two-colored coat of arms shield
• Colors: Red, blue, black, white, gray with red background for throttle bodies and blue background for crankshaft
• Changes: White inner circle with thick black frame and gray outline
• Context: Mechanical symbols directly reference 1960s engine tuning origins on BMW engines

2026 – Present: New BMW Alpina Logo

The new BMW Alpina logo was introduced in 2026 following the completion of BMW’s acquisition to modernize the brand while preserving its heritage.

• Design: Clean circular format with increased spacing between concentric circles and updated wordmark
• Colors: Primarily white and navy or black and white in some applications
• Changes: Removed decorative coat of arms shield shape, simplified and stylized the mechanical symbols, reduced visual depth with cleaner lines and minimal decorative elements
• Context: Created to align with contemporary minimalist trends and better suit both vehicle badging and digital environments

Logo Elements and Meaning

The core elements of the Alpina emblem have been intentionally preserved across both eras. The throttle body shown in red and the crankshaft shown in blue remain central symbols that connect the brand to its performance engineering roots. These mechanical icons appear within a coat of arms style shield that forms the heart of the circular badge.

The original design used a more detailed shield shape while the 2026 version streamlined this element for simplicity. This evolution reflects the transition to BMW Group ownership while maintaining the visual connection to the company’s history of engine modification that began in the 1960s.

Brand Legacy

Alpina continues to represent a combination of performance engineering heritage with luxury and precision. The preservation of the throttle body and crankshaft in the updated emblem demonstrates the importance placed on the company’s origins even after becoming part of the larger BMW Group structure. The brand’s move toward simpler, cleaner design in 2026 supports its positioning for modern manufacturing and digital applications while honoring its six decades of independent operation.