百年來首次改造形象
BMW recently unveiled its new logo, marking the biggest change to the company’s branding since the iconic emblem was introduced in 1917.
BMW最近推出了新的商標，這是BMW自1917年開始使用經典招牌以來，首次徹底改造品牌形象。
veil(n.)面紗、unveil(v.)首次推出、揭開icon(n.)圖示、偶像、iconic(adj.)指標性的、經典的emblem(n.)象徵、標誌symbol、token
The new logo reflects a paradigm shift of BMW’s buyers.
新的商標反映出BMW買家所展現的新思維，
paradigm(n.)典型例子、模式paradigm shift思維轉變
More and more of their customers belong to the tech-savvy younger generations.
BMW的客層有越來越多熟悉科技的年輕世代。
savvy(n.)(adj.)俱實際知識的
“BMW is becoming a relationship brand. The new communication logo stands for openness and clarity,” said Jens Thiemer, BMW’s head of brand management.
BMW的品牌管理總監帝莫表示：「BMW逐漸成為重視與顧客關係的品牌，新的商標展現出開放性和清晰度。」
relationship(n.)關係、關聯clarity(n.)清晰
The update is “geared to the challenges and opportunities of digitalization for brands,” he added.
他補充道，推出新商標是為了「因應品牌在數位時代所面臨的挑戰和轉機」。
gear A to B使A配合、適應Badapt sth. to sth.調整以因應
There are two major changes to the new logo.
BMW的新商標主要有兩大改變，
The first change is that the thick outer ring in the circular logo went from solid black to transparent.
首先是外圍的厚圈從黑色變成透明，
circular(adj.)圓形的、環狀的transparent(adj.)透明的see-throughtranslucent(adj.)半透明的
The design was also made simpler and flatter, ditching the 3D effects and shading that were introduced in 1997.
而另外設計上也變得更為簡約和扁平，捨棄了1997年推出的商標所運用的3D和光影效果。
ditch(v.)丟棄=get rid of
Despite the drastic change, the branding retains the checkered blue-and-white pattern at its center.
除卻這些大改變，商標保留了中央的藍白棋盤格設計，
regardless ofdrastic(adj.)劇烈的、完全的extreme(adj.)極端的retain(v.)保留
Blue and white are the colors of the brand’s home state of Bavaria in Germany.
而藍色和白色則是BMW的發源地德國巴伐利亞邦的代表色。
The updated logo marks the brand’s sixth revision of its famous blue-and-white trademark since 1917, when the brand was established from the renaming of Munich-based aircraft engine manufacturer Rapp Motorenwerke.
這是BMW1917年創立以來第6次更換商標，BMW的前身為慕尼黑飛機引擎製造商Rapp Motorenwerke。
trademark(n.)商標、特徵establish(v.)創立、建立manufacturer(n.)製造商、manufacture(n.)製造業
Yet, the German marque said the new logo was created for online and offline communication purposes only, as well as for international trade fairs and events, not for its vehicles.
然而，BMW表示新的商標只會用於線上和線下的媒體溝通，以及國際貿易展和發表會，並不會用在車體上。
marque(n.)汽車品牌
“The new logo is a new media branding and will be used in addition to the existing logo. It won’t be used on the vehicles nor for the exterior and interior labeling of our dealerships; the existing logo remains in use there,” the brand said in a statement.
BMW表示：「新商標作為新的媒體形象，將會與現存商標並存使用，新商標不會用在車體或者經銷商的內外部裝潢，原本的舊商標還是會繼續使用。」
exist(v.)存在、existing(adj.)現存的exterior(adj.)外部的、interior(adj.)內部的 interior designremain 保持、維持（狀態）