THE WINGED WHEEL
A symbol surrounded by legendary stories told endlessly, the face of MINI is multi-faceted, stretching across a number of predecessors from the era of the much-fêted classic Mini.

No other car can boast of so many different logos. From the time the first Mini wore an adaptation of William Morris’ badge—a depiction of a red ox above three blue waves (a symbol of the city of Oxford) at the centre of a “winged” wheel—the classic Mini emblem has continued the same style elements and anticipated the communicative profile of today: A wheel in chrome, flanked by stylized wings, with the brand MINI emblazoned in the centre, gleaming against a background of black.

Designed with the intent to incorporate features of earlier logos, the present logo bears great significance in a simultaneous representation of a new venture into the modern era and a manifestation of its link to the original Mini, a lifelong passion of its father Sir Alec Issigonis.


THE PERPETUAL PURSUIT
To him, mathematics is “the enemy of every creative human being”.

But if crunching numbers was critical in engineering, how could Issigonis design an iconoclast such as the MINI? Passion may be an undervalued virtue, but it was something he wasn’t in lack of.

Pure technology thrilled Issigonis. He inherited a profound interest in technology and machines from his father, and held an intense conviction that made sure there were no compromises: Issigonis is not one to cut corners in an idea he was convinced in. And surely, his fervor paid off, making a huge, indelible stamp in the history of automobiles: The classic Mini.

The journey was not smooth.

Issigonis’ first car was a Singer with a Weymann body in which he chauffeured his mother through Europe in 1925 in a “never-ending succession of breakdowns”. It was an experience most unforgettably terrible, and one that drove him to embark on a three-year course in mechanical engineering at Battersea Polytechnic in London.

His talent for craftsmanship and his enthusiasm in drawing and designing contained his aversion to mathematical theory, but it was only sufficient to squeeze through his final exam; not adequate to continue his studies.

Issigonis persisted in pursuing a career in the automotive industry. Since his poor showing in exams put the brakes on further education, he dived straight into the profession by taking on jobs as a technical draughtsman and salesman for a design office specializing in automotive technology. His first salary was invested in a beefed-up Austin Seven, and he entered his first race in March 1929. He spent his leisure time designing his own monoposto with the design features destined to make his mark one day: Tiny, extremely light, yet advanced in technical features.

In 1934, Issigonis joined the design team of Humber Ltd in Coventry and honed his technical skills and know-how in chassis development by working on an independent wheel suspension. Subsequently, the expertise earned him employment with Morris Motors.

A well-known workaholic, Issigonis explored new technical features and concepts by subjecting military vehicles to tests during the war. He overcame disastrous conditions to launch the Mosquito Project, a compact four-seater for the post-war period in 1941. The car was officially launched in 1948 under the guise of Morris Minor, the most successful model of Morris Motors in that era.


THE MINI MACHINE
It is true when they say necessity is the mother of invention.

In 1955, as the Deputy Technical Director of the Austin plant in Longbridge under British Motor Corporation (a merger between Morris and Austin Motor Company), Issigonis was tasked to develop a “proper small car” and get it on the road as soon as possible, in the bid to secure the future of what was then Europe’s largest carmaker, as well as circumnavigate Suez Canel’s closure—the shutdown sparked a sudden surge in the price of oil and petrol. It was apparent that only economical cars would survive in the market.

Needless to say, the idea excited him. Building the perfect small car was one of his greatest dreams.

Limited funds kept developmental costs and time to a bare minimum. Issigonis decided on a front-wheel drive and fitted the engine crosswise. Wielding seams at the outside are a lot cheaper in production, but this cost-effective measure made the outward-facing seam between the wheel arches and the car’s body a characteristic of the classic Mini.


Click on the thumbnails to view blueprint and parts of the Mini in detail.

Another sign of cost-conscious production was the door hinges mounted on the outer panels, expressing a minimalist philosophy also reflected by the car’s interior: A simple piece of rope served to open the door. And instead of an instrument panel, the driver and front passenger sat right behind a small tray with just one large instrument in the middle comprising the speedometer together with the mileage counter and fuel gauge.

Except for the two toggle switches for the windscreen wipers, lights and the luxury of carpets on the floor, leather appliqués on the seats and an ashtray, the classic Mini was free of fancy frills—it weighed just about 600kg (or 1,323lb) in standard trim.

Yet, the puny car afforded ample space for four passengers and even allowed the driver to take along a bit of luggage. And if the 195-litre (or 6.8 cubic feet) luggage compartment was not big enough, all he had to do was to leave the rear hatch open— the bootlid, being hinged at the bottom, could serve as a loading panel for bulky items fastened quite securely in place.

This Goliath effort bore a David in the classic Mini. Its 1959 debut fulfilled Issigonis’ vision of a pint-sized, fuel-efficient, four-seater maximizing all the available space and still offer superior driving comfort.

Legendary British car journal The Autocar lauded the newcomer: “Many of the cars created in the wake of fashion are bound to fail. But when clever and wise engineers work together on a new challenge, the result may be extremely successful.”

A car radically different in technical terms and in looks (from current models in the market), it was a vehicle everybody should be able to afford.

As it turned out, it was still too expensive for the young purchaser and too spartan for the more affluent customer.

It was Lord Snowdon who gave the brand image a polish, sparking a turnabout as the hip crowd in London raved about this small and agile run-about. Princess Margaret’s husband became an advocate of the new car.

Backed by royalty, the quintessential British car received a warm welcome in the USA, and in just one year, production spiked from 19,749 to 116,677 units.


THE COOPER… & THE CONTROVERSY
Demands of the classic Mini grew too. BMC responded with variants, one of which is another icon: The Mini Cooper.


Click on the thumbnails to view John Cooper and his son, Mike, and their Mini Cooper versions in detail.

Famous for his construction of racing cars, John Cooper was involved in developing the classic Mini right from the start. A good friend of Issigonis, Cooper was confident that it had potential to become the sportscar to compete with the Lotus Elite, the car to beat in British racing events back then.

Developing a small GT out of the classic Mini increased the engine output and the top speed to approximately 136km/h (or 84mph). Seven-inch Lockhead disc brakes were fitted on the front wheels to make sure the brakes could keep up with this boost in performance.

The classic Mini was predestined for rally racing right from the start. Three years of practice after its launch in September 1961, the little athlete triumphed in a face-off against stiff competition in Europe’s most challenging rally, kicking off it’s exemplary career as the first “people’s sports car” in the post-war era. Enthusiasts everywhere were amazed that this diminutive performer from Britain could beat outstanding competitors in rallies and on circuits. It was another shot in the arm for the brand image.


Click on the thumbnails to view the first “people’s sports car” in the post-war era in detail.

Supported by co-pilot Paul Easter, Timo Mäkinen brought home another spell of success from the Monte Carlo Rally in 1965 as the only driver in the entire field able to cover thousands of kilometers in the event without a single penalty point.

In a twist of irony, the cars were subjected to an eight-hour technical inspection after sweeping the major titles of the rally. The race commissioners made what is still considered a controversial decision in the history of the Monte Carlo Rally today: Disqualification.


Click on the thumbnails to view Mini Coopers in action in detail.

But it did little to hamper its popularity; the classic Mini survived the storm to see its 13thh anniversary in 1972, one of the car’s most successful years ever: Demand was so overwhelming it pushed production to 306,937 units.


THE MININTERANATIONAL MAGAZINE
It is no understatement to say that MINI creates a furor everywhere it goes.

Since its comeback in 2001, the pint-sized automobile has been making its mark in more than 70 countries—it can be found at the foot of towering skyscrapers and among the sand dunes of the desert.

Little wonder. Its distinctive personality outweighs its rich history. It stands out from the crowd of cars and has a keen nose for avant-garde design and style. The car arouses emotions; the brand sparks a fire in devotees. Mini has drawn much regard for veering off the beaten track.

In the past, the brand grew muscular through different models, such as the Mini Pick-Up in 1961, the Mini Moke in 1964 and the Mini Convertible in 1991. While new Mini varieties continues to premiere, today’s brand owner is looking beyond product diversification in its brand-building efforts, sparking off a slew of projects with interesting partners.


Click on the thumbnails to view other incarnations of the Mini in detail.

In May 2007, MINI joined forces with Mario Testino to raise funds for the charity Life Ball in Vienna. To battle HIV and AIDS, the prominent fashion photographer put down his camera to design a stunning exterior of a very unique MINI the 10th anniversary of the Life Ball. It was the 7th time in a row MINI supported the Life Ball in Vienna.

In August 2007, MINI created a limited edition range of stylish trainers with footwear designer Onitsuka Tiger in celebration of the MINI Clubman’s launch. Its foray into lifestyle accessories continues with a range of luggage cases and bags with Finduck, the company behind Mandarin Duck.


Click on the thumbnails to view MINI’s collaborative efforts with Mario Testino and Onitsuka Tiger in detail.

Mini has always exerted a gravitational pull by being people-oriented, stemming from the original goal of producing cars people can afford and its eventual turn as the first “people’s sports car”.

Among the initiatives, MINInternational plays an instrumental role in renewing enthusiasm and expanding the global MINI community, but the lifestyle magazine is more than a publication to depict the world of MINI and it growing circle of enthusiasts—it brings the vibrant cities of the world to the MINI fraternity.

Take a stroll down the Ramblas in Barcelona. Check out Marseilles’ docklands. Be amused by the entertaining antics of penguins in Cape Town. Just as it gathers extraordinary experiences, MINInternational bonds the salient personality traits and values of MINI, which is just as diverse as the countries in MINInternational’s embrace. Cosmopolitan yet classless, sexy yet emotional, authentic yet cutting-edge— MINInternational defines the MINI lifestyle.

Internationalism is the compass driving MINInternational’s mission to build bridges between cultures. It is the source of codes to decipher cultural idiosyncrasies: The British drive on the left, the French navigate on the right. The Swedes eat with a knife and fork while for the Japanese, there is no better way to enjoy sushi than with a pair of chopsticks.

It doesn’t take less than a dream team with heavyweight credentials to fuel the award-winning MINInternational’s concept and editorial design that is a perfect voice for the car that is small in size but big on lifestyle.

Editor-in-chief Anne Urbauer is acknowledged as Germany’s foremost style journalist. She was a contributing editor for London-based style bible Wallpaper before she launched Berlin-based design magazine H.O.M.E. Art director Mike Meiré is a fellow German celebrated for his edgy work for business titles brand eins and Econy.

Each issue casts a spotlight on features a different international metropolis of an emerging city, presenting its culture, people and vibes, with MINI at the heart of things. However, MINInternational is no city guidebook. “Our aim is to showcase urban environments and, through photos and text, demonstrate what makes their inhabitants tick,” said Urbauer.

Echoing the values of its eponymous brand, MINInternational stands for everything new and groundbreaking—in fashion, music design, art, architecture, photography, people, or food and drink—reflecting where MINI feels at home: The cutting-edge of leading cultures.

The magazine opens with a photo collage of street scenes, residents and buildings. As it begins to craft the impression and set the mood, it leads the reader and eases him into the pace and rhythm of the city headlining the issue, before unveiling the city’s symphony in editorials of warm tributes and critical commentaries, interviews with people on the street, profiles of urbanists who set the tone of the city scene (well-known representative inhabitants), features of noteworthy places and even includes a soundtrack to the city: A CD of music from upcoming bands that takes the reader on an audio journey through the town, evoking the city’s vibes. Surprise features like screensavers, computer games and short video clips can also be found on the complementary CD.

Apart from the lifestyle section, MINI places its product information in a separate insert, featuring reports, the latest innovations and information on every aspect of the beloved car. The MINI buff is also kept up-to-date of international MINI activities like events and collaborative ventures.


THE MININTERANATIONAL PHOTO AWARD
MINI is in a class of it’s own. So is the magazine. It transports readers into realms where the past, present and the future merge; where creativity, artistry and commerce thrive.

It comes as no surprise then that MINI lends its support to ITS-International Talent Support. For the third year running, MINI has been the partner for ITS#PHOTO, the international talent competition for promising young photographers.

On top of bagging 10,000 euros cash prize and the prestigious MINInternational Photo Award, their names and contact information will be published alongside their winning entries in MINInternational magazine and website. Furthermore, the winner gets to drive and ride the MINI Clubman on a journey with renowned photographer Gianni Berengo Gardin and a journalist from GQ Italy magazine.


THE STAR PERFORMER
The world-renowned classic Mini’s compact dimensions and excellent handling has won over many celebrities. The first famous driver was of course, Lord Snowdon, but he was not the only royal endorsement the classic Mini received.

His sister-in-law, Queen Elizabeth, was once a passenger in the little car, personally chauffeured by Issigonis himself, through the huge park in Windsor Castle. Even Rainier of Monacco fell under the spell of the classic Mini.

Another avid classic Mini driver in the early 1960s was one of Britain’s greatest actors, Peter Sellers. He set a trend at the time when he refined the interior of the spartan car and proceeded to make known his ownership of a very special model by adding a kind of “wickwick” cover on the outside.

The classic Mini had a guest spot in countless of films and television shows, but it was more of a rising star than a bit player. The Mini Cooper was given the lead role of what was hailed one of the greatest British movies of all times, The Italian Job, in 1969. In 2003, the American remake of the film set off a new revival in the Mini Cooper.

Production for the classic Mini ended once and for all in 2000, not without notching up figures as impressive as its history: 5.3 million units of this world-famous small athlete had come off the production plant in various versions.

But it is no relic. Even after 41 years, the history of the brand was far from over—the MINI one and the MINI Cooper opening up a new chapter in the history of this great British brand in 2001.

It goes without saying the Mini leaves a deep impression, one that is not due to fade anytime soon. Its great success made its father—“I did not invent the Mini, I designed it”— famous. Issigonis was bestowed knighthood in 1969. He continued working for BMC as a consultant until 1987 before he passed away a year later on 2 October, shortly before his 82nd birthday. But many would agree that his passing never put the brakes on his all-time passion.


Click on the thumbnails to view Sir Alec Issigonis and the final edition models for classic Mini in detail.

While his challenging and authoritative style did not allow any compromises on the car and his mission, he revved his team to top performance. His staff had immense respect for him, and many of them developed lifelong friendships with the agent provocateur as their role model.

His spirit lives on in the MINI brand, the tiny car that conquered the world with a knockout punch delivered at a full throttle.


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