In a move that ends more than two decades without major graphic changes, Bentley has unveiled a redesigned version of its legendary 'Winged B' logo . This is a significant event for motoring enthusiasts and followers of the brand, especially considering how infrequent such changes are: since 1919, it had only been updated four times previously. This is because the Crewe-based company's image is very solid and classic, and making changes haphazardly can overwhelm its customers.
With this step, the British firm inaugurates a new era that not only modernizes its visual identity but also anticipates more profound transformations in its philosophy and product range. The unveiling of the emblem will serve as a prelude to the official opening of its completely remodeled design studio in Crewe. And not only that, but also to the launch of a brand-new prototype that will define the aesthetic direction of future Bentleys. Therefore, the brand has a lot of new developments to look forward to…
An emblem that looks to the future without losing its most classic roots…
Under the direction of Robin Page, the brand's head of design, Bentley has opted for a sharper, more minimalist reinterpretation of its iconic logo. The process began with an internal competition, and Young Nam's (from the interior design team) proposal was selected to move forward to the final version.
The designers wanted to maintain the visual DNA that made the 'Winged B' an icon: the diamond pattern on the wings and the emblematic central "jewel" are still present, albeit stylized to suit a contemporary image. The beveled crystal and metallic edges give the logo a sense of depth and sophistication comparable to luxury watchmaking craftsmanship.
One of the most notable changes is the removal of the lower feathers under the B , giving the emblem a cleaner silhouette and making it easily adaptable to curved surfaces, illuminated grilles, and, above all, to digital environments and augmented reality applications in the car.
The inspiration behind the new wings…
The team notes that the wing geometry now evokes the figure of a peregrine falcon , conveying a sense of movement, elegance, and strength. As a historical nod, the traditional feather asymmetry (ten on one side, eleven on the other) incorporated into F. Gordon Crosby's original 1919 design has been retained.
These nuances aim to offer a unique graphic identity that works both as a complete logo and as an independent symbol in digital uses, crucial for the brand's new communication strategies and online presence.
Project that reflects history and looks to the future
The new logo will make its first public appearance on July 7 on the facade of the renovated Crewe design center, which will open its doors to coincide with the centenary of the original 1938 building. The following day, the emblem will adorn the front of a concept car for the first time, which, although not intended for immediate production, will preview the philosophy and trends we will soon see in the Bentley range.
The brand sees the evolution of the 'Winged B' as the first step toward a future where luxury, technology, and sustainability go hand in hand. Not surprisingly, the Beyond100+ strategic plan projects a fully electric range by 2035 and the adoption of carbon-neutral manufacturing processes.
A Century of Wings: A Historical Review
Since its inception under Crosby's creative direction, the emblem has reflected Bentley's history and values : speed, exclusivity, and craftsmanship. After several minor revisions (1931, the 90s, and 2002), the 2025 redesign is considered the most radical transformation to date, the result of a fusion of tradition and innovation.
The new design aims to be a recognizable signature that accompanies the brand in its leap towards electrification, reinforcing its artisanal and technological character without neglecting the British heritage that has always inspired the firm.
This change in visual identity reflects Bentley's commitment to an innovative future, while maintaining its distinctive essence and heritage, consolidating its position as a symbol of responsible luxury and technological advancement in the automotive industry.
Source – Bentley
Images | bentley
- Plazas 2 + 2
- Power 550 - 638 hp
- Power: 550 - 638 hp
- Consumption: 11,8 - 13,6 kWh/100km