In a move that puts an end to more than two decades without major graphic changes, Bentley has unveiled a refreshed design for its legendary 'Winged B' logoA significant event for motorsports enthusiasts and fans of the brand. Especially considering how infrequent these changes are: since 1919, it has only been updated four times. This is because the Crewe-based brand's image is very solid and classic, and making "haphazard" changes can be overwhelming for its customers...
With this step, The British firm inaugurates a stage that not only covers its visual identity with modernity, but also anticipates more far-reaching 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 the launch of a brand-new prototype model that will define the aesthetic direction of future Bentleys. Therefore, the company is piling up new developments…
An emblem that looks to the future without losing its most classic roots…
Under the direction of Robin Page, Head of Brand Design, Bentley has opted for a sharper, sharper, and more minimalist reinterpretation of its well-known logo. The process began with an internal competition, with Young Nam's (from the interior design team) proposal being selected to advance to the final version.
The designers wanted to maintain visual DNA The signature design that made the 'Winged B' iconic: the diamond pattern on the wings and the iconic central "jewel" are still present, albeit stylized to reflect a contemporary image. The beveled glass 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 suppression of the lower feathers under the B, giving the emblem a cleaner silhouette that is 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 geometry of the wings now evokes the figure of a peregrine falcon, conveying a sense of movement, elegance, and strength. As a historical nod, the traditional asymmetry of feathers (ten on one side, eleven on the other), which was already incorporated in F. Gordon Crosby's original design back in 1919, is preserved.
These nuances seek to offer a unique graphic identity that functions 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
La The first public appearance of the new logo will take place 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 destined 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 birth under Crosby's creative direction, the emblem has been reflection of Bentley's history and values: speed, exclusivity, and expertise. After several minor revisions (1931, the 90s, and 2002), the 2025 is considered the most radical transformation to date, the result of a combination of tradition and innovation.
The new design aims to be a recognizable signature to accompany 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
More information about this model
- Plazas 2 + 2
- Power 550 - 638 hp
- Consumption 11,8 - 13,6l/100km
- Valuation 4,8