The Ultimate Racing Machine

Brand Identity, Animation, Typography, Exhibit

For 50 years, the BMW 3 Series has set the standard for compact luxury sports sedans, pairing everyday performance with race-proven engineering.

First introduced in 1975, the model quickly earned motorsports success across series including DTM, IMSA, and the American Le Mans Series, reinforcing BMW's reputation as "The Ultimate Driving Machine." The Petersen Museum celebrates this milestone with a special exhibition honoring five decades of the iconic 3 Series.

The Ultimate Driving Machine identity draws inspiration from BMW's iconic M colors—blue, purple, and red. Long associated with BMW's high-performance heritage and motorsport success.

Credit

Design Director: Benjamin de-Campos
Designer: Shengjie Wu
Director of Exhibits: Bryan Stevens
Exhibit Developer: Alexander Yust
Curatorial Team: Autumn Nyiri, Jonathan Eisen, Kristin Feay, Michael McCardle, Shervin Nakhjavani
Marketing Manager: Marly Moultrie
Marketing Team: Emerson Harris, Jonathan Lucero
Photographer: MITOKINO