New BMW MOA logo

[cpannarbor]

OK, I have to say that when I got on the BMWMOA site on Sunday, April 1, I thought they got me with an April Fools joke on the new MOA logo. I wish I had gotten one of the "old" stickers for my new ride. But, if that's the new logo, it is what it is. I guess I'll get used to it. My GSA is naked without an MOA and MOAL sticker...anyone have an extra laying around?

NEW_moa-logo-4c.jpg

[Vance]

Hey Chris...I saw your post on the MOA forum too. I have been watching that thread with great interest as I was part of this whole process. I am excited about the new logo for several reasons. Remember BMW steered us down this path with their new regs about how and where anyone could use their "intellectual" property. This has driven us to where we are today...the MOA basically has two logos...one is the "official" logo format required of BMW that you will see appearing now in the masthead of the ON and other official places comprised of the "new" MOA logo displayed in a very strict format along with the roundel. The second is the new MOA logo used separately of the "approved" format and standing alone as you have posted above.

The new MOA logo look was developed as a result of a branding / marketing project undertaken last fall by the MOA to determine just who we are and what our "brand" is. The idea being that with this understanding, the MOA could make sure its efforts were correctly directed going forward to keep us a viable organization. Many may have seen references to this process over the last several months. The take way from this whole process was that the club is known to its members as the "MOA" and not necessarily the BMW MOA. That made a lot of since to me as I referred to the club as the MOA for the last 10 years. The intent of the club is to be the ultimate source for all things BMW motorcycle (technically & farkles) and creating a sense of unity and community for our members through our media, our events and other member benefits.....and that is no different really than we have been for all these years.
Now for the logo and its development....being that we are known as the MOA the marketing firm strongly suggested building on our present strengths with a crisp, clean and simple design. There were 12 or so possibles presented and the one chosen was far and away my favorite. Remember a logo is merely a sign of the club...or company. Many (Most) logos don't necessarily tell you what the organization is....Pepsi doesn't say its a soft drink...Apple doesn't say its a computer...and so on.
So the club members will make the logo mean something. Sure now it is a new thing and a new item that does not have a following. But if we the club members work to make it the club the Ultimate BMW Motorcycle Accessory then the logo will mean just that! Do we have some work to do? You bet. But that work is no different that it ever was, nor is the mission. So since we could no longer use the old logo as we had for years, now we have one that will please the folks at BMW...but we also have one that creates our own identity apart and separate from BMW ( and BTW one of the strongest statements made in the membership survey was that the membership wanted the MOA to be autonomous and completely separate from BMW and not a corporate pawn!). I truly think we have the best of both worlds. To me the new logo is a fresh and new look and packed with excitement for the future! So let the work begin!!
Also, I think I have a couple copies of the old now "illegal" logo that could be had. But if I were you, I would hang on because shortly you will have the opportunity to sport the new logo...with a sticker falling into your lap (so to speak)....I'm just sayin'....

If you want a logo that incorporates the roundel here is the "official" BMW approved logo you can use.....
CI-NEW-LOGO-WEB-216x123.jpg

Or you can use the one above by itself....like I will!!

Hopefully this answers a little about the process of all this...now I will take a few questions form the audience....

[Bikebum]

[QUOTE=Vance;11610]...So since we could no longer use the old logo as we had for years, now we have one that will please the folks at BMW...[QUOTE=VANCE;11610]

So when has it become important to please the folks at BMW? Isn't support of their products through purchase adequate?

[Gail]

AMEN! Brother Jamie. That's all I got to say bout that . Gail

[Gail]

This whole issue is insane. Think about it. BMW has spent thousands to keep BMW clubs from freely using their logo. These club members are responsible for this companies success. This is the height of arrogrance and I question the MOA for it's corroboration. Paul Thorne

[Vance]

I guess the point has again been missed. I am not into "pleasing" BMW necessarily but if you think a club even the size of the MOA can teach BMW a lesson, you would be sorely mistaken. The MOA strongly considered digging in and refusing to comply with the intellectual property usage rules...but was advised by legal council (over a 2 year period of time) that this move would only work against us in the end...even in a world wide court! Now you can say their position is arrogant or use any other adjective you can think of but the fact remains, it is their property and they have the right to say how and where it is used. As individuals you are free to cuss, raise hell and say whatever you want to and about BMW. As an international club representing some 35,000 members world wide it is just not that easy or advisable. A group this size like it or not is a very large target....individuals...not so much. I can only imagine how the membership would react if the MOA emptied its treasury fighting this battle with BMW and still losing! even if the suit was won... "You could win the battle and lose the war!"

Understand I am NOT saying I agree and wholeheartedly agree personally with their new rules but I do understand and realize that is the way it is. The good news is the whole issue can work to strengthen the MOA and benefit the members as a whole. The MOA has elected to further develop itself and its brand for the benefit of its members into the future. Thus the idea of compliance with the logo usage rules along with the simultaneous further development of its stand alone brand and goal of becoming "The Ultimate BMW Motorcycle Accessory" and building its community. Agree with BMW or not, if you are the largest BMW motorcycle enthusiast club in the world it is advantageous to be aligned with BMW AG rather than being crossways with them.

So we now have the opportunity to be autonomous as we always have, broaden our scope and build our brand...or we can sit back and try to tell and convince BMW how stupid they...and get nowhere. The strength of any club, church or enthusiast organization always lies within its membership and those that are willing to work toward betterment...even in the face of adversity real or perceived. In other words when given lemons, you learn to make lemonade! I know which way I prefer and everyone member and potential member has that same choice. I like the club and its people and I like the marque....so I have decided to back the club. Some members will work hard to build up....and some won't. I guess its always been that way.....

[Bikebum]

With my simple mind I see this as BMW AG is biting the hand that feeds them; And the feeding hand is then apologizing for the bite.

[Gail]

Who owns the intellectual property regarding the roundel was not in question. The issue to me is the insulting way BMW treats club members and customers. I never expected the MOA to get into a protracted legal spat over this. They (the MOA) tend to be most active when they have something to sell!! Paul Thorne

[Vance]

With my simple mind I see this as BMW AG is biting the hand that feeds them; And the feeding hand is then apologizing for the bite.

Well, I guess that all depends on how you are looking at it. You and I will have to agree to disagree 'cause I just don't see it that way. the great thing is that we are free to see it how we will!

[Vance]

Who owns the intellectual property regarding the roundel was not in question. The issue to me is the insulting way BMW treats club members and customers. I never expected the MOA to get into a protracted legal spat over this. They (the MOA) tend to be most active when they have something to sell!! Paul Thorne

I guess I am missing your point now....I feel like the MOA is always active. Not sure what the MOA is "selling" per se' other than itself....

[Norwood]

bmwmoa.gif
Vance, the above logo... no roundel used, but was it the use of BMW within the logo? If so, was omitting the BMW and have Motorcycle Owners of America ever considered?

[Vance]

[ATTACH=CONFIG]671[/ATTACH]
Vance, the above logo... no roundel used, but was it the use of BMW within the logo? If so, was omitting the BMW and have Motorcycle Owners of America ever considered?

Yes...and a very good point. The problem with that one was in fact the wordmark BMW. In the interim while the re-branding project was being done, the wordmark was removed and that one was used. The new logo is a result of the re-branding project and is intended to make a "fresh start" going forward. Technically that old logo less the wordmark meets the criteria of the new rules.

[R90srider]

The new “MOA” logo appears to have been developed by folks with an all inclusive mind set without regard for tradition. I’ll wager that if the new NASA looking logo were put to a vote, the BMWMOA club membeship would overwhelmingly vote it down. There are many "old farts" like me that would be voting .

[Norwood]

img_moa_logo.jpg

But on the bright side, I understand we get premium reserve parking at the Mall of America..... Grinning, Running and Ducking...

[cpannarbor]

Vance, thank you for the details and behind the scenes info on the new logo. More than anything I was just surprised and the announcement of the new logo caught me off guard. I have been following info here and there over the past two years about BMW (and many other companies) taking back control of how their logo is used. And yes, absolutely, it is their logo, their branding using that logo. We may identify strongly with the roundel, and part of the complex psychology tied to that logo is the sense of old world tradition. I myself feel that is a part of the reason I feel strongly toward the brand. Maybe what others are expressing is the disconnect between that old world tradition, quality and engineering with the new space agey logo. Like I said previously, it IS the new logo and I am still proud to be a member of the (BMW) MOA.