A graphic livery system for MINI.
Inspired by football’s most iconic jerseys, players, and visual codes.
Strong combination of colors, typography, and graphic elements …
… bringing energy, personality, and joy to the streets.
Translating Football Culture for an Icon
For our most recent project, we teamed up with MINI DESIGN to turn the spirit of the FIFA World Cup into a unique experience on four wheels, taking the emotion of the game far beyond the stadium.
Football has a unique way of bringing people together. Every four years, the FIFA World Cup transcends borders and generations, uniting millions through a shared passion for the game. It becomes a global celebration of identity and belonging and a magical moment where cultures, traditions, and personal stories meet on football’s biggest stage.
To bring this vision to life, the MINI Design team partnered with Designworks to create a graphic livery system inspired by football’s most iconic jerseys, players, and visual codes. The challenge was to distill decades of football culture into a design language that feels instantly recognizable, playful, and unmistakably MINI.
From Football Culture to Graphic Language.
The challenge with the MINI World Cup graphics was to draw on the rich history, symbols, and stories of football and translate them into a graphic language that feels instantly iconic, recognizable, and fun when brought to life on a MINI.
The Designworks team also had to ensure that the concept worked across more than 15 national teams and could be applied consistently across the entire MINI model range. At the same time, it needed to resonate across multiple markets around the world.
“The result is a simple yet striking livery system that transforms football’s visual language into a bold MINI expression”, says Matthias Gralund. “By translating these football references into a unique combination of colors, typography, and graphic elements, the campaign brings energy, personality, and joy to the streets; perfectly in line with the MINI spirit,” Gralund adds.
FIND OUT MORE!
To learn more about our work in graphic design, get in touch with us via email John.C.Schoenbeck@bmwgroupdesignworks.com or contact us through our website.