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Web Release
09-07-2025
- Automotive
- Web Release
Bentley Reveals Boldest Logo Redesign in Over 100 Years
Bentley Motors has unveiled a major redesign of its iconic Winged B emblem, calling it the 'biggest change' in the luxury brand's 105-year history. The updated logo, developed by Bentley's in-house design team under the direction of Robin Page, reflects a bold shift in the marque's visual identity ahead of the launch of its new concept car next week. This marks only the fifth time Bentley has rebranded its logo since its founding in 1919. The redesigned emblem is based on an original concept by interior designer Young Nam, and is intended to usher in a 'new era of Bentley design language,' according to the company. Minimalism Meets Power: A Reimagined Winged B While the central 'B' remains intact, Bentley's design team has significantly simplified the surrounding wings. The feathers have been removed from beneath the emblem for the first time in the brand's history. The new wings now feature a sharper, diamond-like pattern, inspired by the angled silhouette of a Peregrine Falcon in flight—a nod to speed, precision, and aerodynamic elegance. In a further evolution, the emblem has been restructured so the 'B' appears encircled by a chamfered metal ring with a bevelled glass edge, making it visually adaptable for digital and physical applications without the wings. Alongside the main emblem, Bentley also introduced a flat, line-drawn version of the logo, signalling how the new design will be deployed across different platforms and mediums. A Signature for the Future 'If a luxury brand is the product of the stories it has created, then its emblem is its signature,' said Robin Page, Director of Design at Bentley. 'In an era of ever-increasing digital complexity, simplification is not just a trend but a necessity. The new emblem is cleaner, sharper, and more impactful than its predecessor.' Page emphasised that both the new logo and upcoming concept car represent the brand's transition into a more progressive and design-forward future, while continuing Bentley's tradition of handcrafted excellence. Part of a Larger Trend in Automotive Branding Bentley joins a growing list of luxury automakers refreshing their visual identities for the digital age. Audi recently introduced a flat version of its iconic four rings, and Aston Martin enlisted Peter Saville for a 'subtle but necessary' update to its own winged logo. Jaguar, too, rebranded last year with a radical new identity—though not without polarising reactions. With its new emblem, Bentley aims to honour its storied heritage while aligning with modern luxury aesthetics and digital fluidity, reinforcing its role as a leader in craftsmanship and innovation.
Fast Company
03-07-2025
- Automotive
- Fast Company
Bentley modernized its logo without pulling a Jaguar
Bentley has updated its emblem for just the fifth time since its founding in 1919, and without breaking hard from 106 years of branding tradition, it still manages to be the most radical redesign in company history. A Jaguar-style rebrand this is not. The British luxury automaker's 'Bentley Wings' are a chrome winged monogram showing a white B for founder Walter Owen Bentley's last name inside a black oval. Originally designed by British automotive illustrator F. Gordon Crosby, updates were made in 1931, the 1990s, and 2002, according to the company, but the changes were small and subtle. A tweak in the angle of the wings here, changes to the decorative elements on the metallic seal there, but the form has stayed the same. The company's latest logo redesign of its 'Winged B' logo still keeps most of the basic elements in place, but it's the sleekest, most minimalist version yet. Designed in-house by a creative team led by Bentley director of design Robin Page and based on a concept by Young Nam, a member of the company's interior design team, the new wings have been reshaped and abstracted with the feathers turned into a radial diamond design. The B mark, which Bentley calls the emblem's center jewel, was redesigned to be able to stand on its own as a mark without wings, and the feathers below it were removed to look cleaner. The details, like a bevelled glass edge, were inspired by luxury watch design. Look at Bentley's logo evolve, and like a Transformer or Animorph book cover, it slowly changes one frame at a time from bird to machine as the wings go from soft to sharp. Bentley says its new shape was inspired by the the angled wings of a peregrine falcon, but it also looks more high tech. 'The mission in designing the new emblem was to capture some of the beautiful details from the previous designs — for example, the diamond pattern of the inner wings and the B 'centre jewel' — but create a more modern and progressive design,' the company said in a statement. Their attempt at a modern and progressive rebrand stands in contrast to Jaguar, which retired its jaguar logo last year for a controversial all-lowercase sans-serif logo. Rather than build off the brand's legacy and heritage like Bentley, Jaguar started from scratch, and so far, it hasn't paid off, as production, and thus sales, are down. Still, the rebrands for both British luxury automakers are signs of a larger shift as companies adapt for a future that's more electric. There's an industry-wide trend towards lighter, rounder, simpler logos. Whereas car logos once resembled the physical car badges, brands like Audi, Toyota, and Volkswagen have in recent years flattened and de-chromed their logos. For Bentley, the rebrand signals a new era. The company plans to debut its first fully electric vehicle next year and promised a new line-up of products to come. Next Tuesday, it will unveil a still-under-wraps concept car and new design studio at its headquarters in Crewe, England. Reimagining a legacy brand for the future can be challenging, but Bentley's finished product delivers on the mission it set out to accomplish. Without jettisoning the core visual elements of it's long-running brand, designers found a way to make heritage look modern and new.
Miami Herald
01-07-2025
- Automotive
- Miami Herald
Bentley unveils redesigned logo
Bentley on Tuesday unveiled a revised version of its "Winged B" emblem. Only the fifth such redesign since Bentley's founding, the new logo will make its first appearance on a concept car the automaker plans to unveil on July 8. That car will also preview a new design language for Bentley's future vehicles. The final design was chosen through an internal competition. The winner, submitted by Young Nam, part of Bentley's interior design team, features sharper, more-angled wings and a cleaner look. The letter "B" is still prominently centered between the wings, but was restyled in order to be able to stand alone without them, according to a Bentley press release, and with details like a bevelled glass edge and chamfered metal surround inspired by watchmaking. The original "Winged B" was designed in 1919 by F. Gordon Crosby, an artist known for motorsports illustrations, and a friend of company founder W.O. Bentley. Crosby chose wings to represent motion, and gave each wing a different number of feathers to guard against forgeries. When Bentley was purchased by Rolls-Royce in 1931, the emblem underwent its first significant change. Apparently not concerned about fraud, the powers that be at Rolls specified symmetrical wings, with 10 straightened feathers on each side. This become the longest-lasting version, only being replaced in 1996 with a more ornate version that was also more in line with Crosby's original design. Bentley was purchased by the Volkswagen Group in 1998, and launched the Continental GT, its first model wholly developed under VW Group ownership, in 2002. This new era brought another new emblem design, further nodding to the original version with a different number of feathers (10 for one, 11 for the other) on each wing. It's a fitting time for another redesign, as Bentley is about to undergo its biggest changes since the start of the VW Group era. The upcoming concept car will point toward a new design direction for the brand, and Bentley is slowly shifting toward electric vehicles. Every current model now offers a plug-in hybrid powertrain, setting the stage for Bentley's first EV (an SUV smaller than the Bentayga) due in 2026, and an all-electric lineup by 2035. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
Auto Blog
01-07-2025
- Automotive
- Auto Blog
Bentley unveils redesigned logo
New Emblem Previews Future Design Language Bentley on Tuesday unveiled a revised version of its 'Winged B' emblem. Only the fifth such redesign since Bentley's founding, the new logo will make its first appearance on a concept car the automaker plans to unveil on July 8. That car will also preview a new design language for Bentley's future vehicles. The final design was chosen through an internal competition. The winner, submitted by Young Nam, part of Bentley's interior design team, features sharper, more-angled wings and a cleaner look. The letter 'B' is still prominently centered between the wings, but was restyled in order to be able to stand alone without them, according to a Bentley press release, and with details like a bevelled glass edge and chamfered metal surround inspired by watchmaking. A Bentley Tradition Source: Bentley The original 'Winged B' was designed in 1919 by F. Gordon Crosby, an artist known for motorsports illustrations, and a friend of company founder W.O. Bentley. Crosby chose wings to represent motion, and gave each wing a different number of feathers to guard against forgeries. When Bentley was purchased by Rolls-Royce in 1931, the emblem underwent its first significant change. Apparently not concerned about fraud, the powers that be at Rolls specified symmetrical wings, with 10 straightened feathers on each side. This become the longest-lasting version, only being replaced in 1996 with a more ornate version that was also more in line with Crosby's original design. Bentley was purchased by the Volkswagen Group in 1998, and launched the Continental GT, its first model wholly developed under VW Group ownership, in 2002. This new era brought another new emblem design, further nodding to the original version with a different number of feathers (10 for one, 11 for the other) on each wing. Flying Into The Future It's a fitting time for another redesign, as Bentley is about to undergo its biggest changes since the start of the VW Group era. The upcoming concept car will point toward a new design direction for the brand, and Bentley is slowly shifting toward electric vehicles. Every current model now offers a plug-in hybrid powertrain, setting the stage for Bentley's first EV (an SUV smaller than the Bentayga) due in 2026, and an all-electric lineup by 2035. About the Author Stephen Edelstein View Profile
Top Gear
01-07-2025
- Automotive
- Top Gear
Bentley's got a new badge, and this new ‘Winged B' is only its fifth in 106 years
First Look New 'wings' revealed ahead of a brand-new concept car later this month… Skip 1 photos in the image carousel and continue reading Bentley has revealed a brand-new set of wings that in turn will sit atop a brand-new concept car that in turn will showcase its future design direction. From the smallest acorn and all that. Welcome then, to only the fifth new 'Winged B' in Bentley's 106-year history. It is apparently the 'biggest change to the instantly recognisable mark in more than a century of history'. Fair enough: along with the Spirit of Ecstasy, the Prancing Horse and Aston's own wings, you'd namecheck a Bentley from its famous flying B alone. Advertisement - Page continues below Following an internal competition, the final badge was spun off a design submitted by one of Bentley's interior designers, Young Nam. Bentley said the new wings are 'sharper and more dramatic' than before, and takes cues from the world of luxury watches – things like a bevelled glass edge, metal surround, that sort of thing. 'Just a badge, innit,' you might lament, but it's a big step. W.O. Bentley – literally, Mr Bentley himself – turned to his friend F. Gordon Crosby back in 1919 and tasked him with designing something that'd sit atop his exciting new motor cars. You might like It would change later in 1931 when Bentley was bought by Rolls-Royce – taking in a symmetrical design and a 'simpler' B – which would end up being the longest-running badge. The third change came in 1996, and then again in 2002 after Bentley was bought by the Volkswagen Empire. That new badge sat atop something called the 'Continental GT'. 'The new Winged B – and the concept car that introduces it – both symbolise a powerful, exciting future for this company and its exceptional, handcrafted products,' said Page. Advertisement - Page continues below Oh, right, the car – we'll see that on 8 July, so check in again then to see what this new design direction is… Thank you for subscribing to our newsletter. Look out for your regular round-up of news, reviews and offers in your inbox. Get all the latest news, reviews and exclusives, direct to your inbox.
