MINI X DEUS?—?The Return of the Iconic Racing Car Inside the Design Collaboration Behind MINI x DEUS: Shaping Automotive Identity
Start your (really cool) engines!
While MINI may look like the perfect city car, it also has a rebellious side. One that made it a legend on the racetrack. Last year, MINI zoomed to victory in the in the fiercely competitive 24-hour race at Germany’s world-famous Nürburgring. And the champions are heading back to race for another shot at glory in 2025—fueled by exciting new energy, fresh attitude and an authentic cool-factor that comes straight from the streets and onto the track.
Three minds. One machine.
Three innovators put their free-thinking heads together to dream up this latest chapter in the brand’s legendary story. And if you ask us, this trio was a perfect fit: MINI, DEUS, and Designworks share a passion for machines, a love of design, and an authentic connection to the real people who engage with our work. And it shows—this car’s attitude is no accident. It’s the result of three creative forces in sync.
Designworks channeled their race-bred mindset into every line and detail—a passion for speed that shaped the car’s presence on track. DEUS dialed in the style, layering it with their signature graphic touch and a cultural flair that feels both effortless and iconic. MINI empowered it all, bringing a proud racing heritage, an openness to bold ideas, and the confidence to back the vision.
What started as collaboration turned into a statement—fast, focused, and full of character. A car designed to capture hearts and imaginations as it races around the Nürburgring in the 24-hour event this June. The MINI x DEUS John Cooper Works 2025.
Loosen up… or whatever
The MINI x DEUS racing car comes in plain black and white. Why? To allow the race numbers, team badge, and other markings to seamlessly integrate with the visual concept, rather than clash with it. The color scheme is then transformed into a halftone pattern — a technique that uses small dots of varying sizes and spacing to simulate different shades and gradients, creating a unique and distinctive look.
The DEUS logo on the car is oversized, serving more as a graphic element than just a simple logo. This laid-back approach to branding is part of DEUS’s unconventional philosophy: instead of adhering to rigid logo guidelines, DEUS adapts its logo to suit each specific use case and context, offering greater creative freedom. Overall, we created a raw feeling with a warm and handcrafted vibe that celebrates “beauty in imperfection”.
Three, two, one: GO!
Can MINI zip across the finish line in pole position again? Why not! The car has cool heads and steady hands behind the wheel, thanks to the Bulldog Racing Team. It’s got bold charisma, a rebellious streak, and an authentic cool-factor on board too. That’s a good start for such an intensely tough race. And it will be another unforgettable chapter in MINI’s iconic racing story.
For any inquiries about this creative partnership, please reach out to John Sch?nbeck, Director Strategic Partnering at our Munich Studio under: John.c.schoenbeck@bmwgroupdesignworks.com
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