Thinking about the flagship size of its cars, MINI has always seemed to prefer minimal to ostentatious. The brand, which has just taken the wraps off of its largest vehicle to date, has also recently unveiled a new 2D visual identity. For the re-brand, a new custom typeface was developed – MINI Serif – which will live across campaigns and marketing in this season onward, starting with the 2016 Clubman. The new MINI logo, which the in-house PR team has described as “[standing] for itself, with no imitation of material or shape,” will aim to lend the brand greater visibility and ubiquity. What do you think of the logo? Be sure to leave comments in the section below.