--- title: "BMW’s Look Is About More Than the Kidney Grille, Design Boss Says" description: "Proportion and precision, not kidney grilles and the Hofmeister kink, make a BMW's exterior according to Adrian van Hooydonk." date: "2023-10-13" modified: "2023-10-13" authors: - name: "Nico DeMattia" job_title: "Contributing Writer" link: "https://www.thedrive.com/authors/nico-demattia" url: "https://www.thedrive.com/news/bmw-design-is-about-more-than-the-kidney-grille-design-boss-says" categories: - "BMW News" - "News" - "News by Brand" tags: - "BMW" --- # BMW’s Look Is About More Than the Kidney Grille, Design Boss Says ![]() Every brand would probably love to have a signature design element that makes it instantly recognizable to everyone in the world. Owning an icon that customers can immediately spot in a crowd is priceless for marketers. [BMW]() doesn't just have one such cue—it's lucky enough to claim two. But BMW design boss Adrian van Hooydonk believes that there are other, more cohesive characteristics that must visually define the company's products. During a recent interview with BMW Group Classic's JP Rathgen, van Hooydonk was asked about BMW leaning too much on its two major design elements: those iconic kidney grilles and the Hofmeister kink, the little C-pillar/window slant that's been on almost every one of the automaker's cars since the 1970s. "I would say it's not just the grille, or the lamps, or Hofmeister kink that makes a BMW," van Hooydonk said. "It's about proportion, it is about precision, it's about the treatment of surfaces and lines." ![]() **2024 BMW X2* | *BMW** Totally. Whenever someone sees a new BMW on the road, they inevitably say "I've never seen that car before, but I knew it was a BMW from its treatment of surfaces and lines!" Kidding aside, I see van Hooydonk's point. As a designer, you can't remain stagnant and you can't use nostalgia as a crutch. "In order to move forward, you can't just keep repeating what has been in the past. You have to sometimes add new elements to it and also sometimes that means changing some of the iconography," he said. While he isn't wrong, I'd argue that the evolution of beloved designs doesn't need to be as radical as BMW has done recently. And van Hooydonk's argument could be construed as a defense of recent controversial work that's happened under his leadership, such as the [BMW XM](). Designs, even iconic ones, can change and evolve without losing sight of their heritage, which BMW has been guilty of recently. ![]() **BMW Neue Klasse* | *BMW** The only other brand with a grille design as recognizable as BMW's is [Jeep](), and all of its modern grilles have evolved slightly but still aren't offensive or obnoxious. The kidney grille and Hofmeister kink aren't shackles holding BMW back. The opposite is true. If used properly, those iconic design features can anchor the manufacturer's latest cars in history, and connect designers with a beloved body of work even as they experiment and push boundaries. Thankfully, it seems that BMW is moving in the right direction. The [Neue Klasse]() concept has a unique kidney grille that encapsulates the headlights as well. However, since the kidneys are wide like wings, rather than tall, the fascia looks far more like that of a proper BMW. In fact, the Neue Klasse's overall exterior comprises shades of different cars from BMW's past, such as the E12-generation 5 Series. Hopefully van Hooydonk and his team have more designs in the works like it, and less like the XM. https://youtu.be/zDyMS8aCPek?si=zdEVzUwHVbPiPrzQ&t=1558 *Got tips? Send 'em to tips@thedrive.com* ## Author Nico is a writer and reviewer from New Jersey who probably thinks he’s a lot funnier than he actually is. His love of cars began when he was just a kid playing Gran Turismo 3, grinding out enough race wins with a Mazda Miata to save up for an in-game RUF 911. That passion for small, lightweight sports cars drove his desire to learn more about the industry, get his hands on as many cars as he could, and bring those experiences to life on the page. He cut his teeth writing about BMWs, Volkswagens, and Audis, mostly, and has owned far too many of each. He’s on his fourth 3 Series sedan, but all of his old, cheap German cars have forced him to learn more about car maintenance than his mechanical capability can handle. Too many late nights have been spent scrambling to get a car running by morning so he could get to work. For some reason, he never seems to learn that old Bimmers probably aren’t the best daily drivers. But he loves more than just old German cars. He’ll gladly drive and discuss anything with four (or even three) wheels. Cars aren’t his only passions, though. Nico is also a big nerd and loves movies, video games, comic books, and cares far too much about the New York Giants. So don’t be surprised if you see football references or dumb, obscure movie quotes in any of his car reviews. ### Author social links [Instagram]() [LinkedIn]()