The BMW logo is in a simple san-serif font, with four equal, blue and white quarters. I think it is eye catching because of its visible simplicity that still eludes elegance. The visual gestalt of symmetry is at play here, and I think that it makes it very graphically appealing. I like the color continuance between the letters and the white in the ring. This logo is recognized all over the world as a very distinguished company and I think that the fact that their logo is so recognizable definitely has something to do with it. The very minute detail of the grey circle outlining the ring also gives it a modernized look as the logo has changed slightly over the years.