Bentley has unveiled a new – yet unmistakably Bentley – emblem for the first time in over 20 years. Described as the ‘biggest change’ to date, the new “Winged B” logo – only the fifth iteration in its 106-year history – hints at a more exciting direction for Bentley, and will debut alongside its upcoming concept car.
The British marque says that the goal for the redesign was to take the best details from the previous designs while creating something more modern and progressive. The new wings take inspiration from the Peregrine Falcon, featuring a sharper, more dramatic look, while the lower feathers have also been removed to give the whole mark a cleaner appearance.
Between those wings, the new ‘B’ centre jewel has also been redesigned to look good even without the wings, Bentley says. It features a bevelled glass edge and chamfered metal surrounds reminiscent of luxury watch designs, which gives the “B” logo a 3D look.
Bentley’s Director of Design, Robin Page, said, “In an era of ever-increasing complexity and fidelity from digitalisation, an exercise of simplification and refinement is a modern necessity – and so the new emblem is cleaner, sharper, and more impactful than its predecessor.”
“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,” he added.
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The design of the original Bentley logo was the work of F. Gordon Crosby, the most famous motoring artist of the pre-war years, back when W.O. Bentley first started his company in 1919. The original “Winged B”, with the “B” of Bentley inside a pair of wings, represented Bentley’s background as a designer of engines for fighter planes in the First World War. To prevent counterfeits, Crosby made sure each emblem had a different number of wings—making each emblem unique.
A new emblem design came about in In 1931, when Rolls-Royce took over ownership of Bentley. This time it features 10 straightened feathers on each side with a simplified “B” in the middle. This logo became the longest-standing logo until 1996 when the central “B” was made more sophisticated with a curved look.
As Bentley was bought over by Volkswagen Group in 1998, the emblem was given another redesign in 2002, debuting alongside the Continental GT. This design paid tribute to Crosby’s original asymmetrical design from 1919, with 10 feathers on the left and 11 on the right.
The new logo will be making its full debut today at Bentley’s Crewe Campus as part of the opening of Bentley’s new design studio. Following that, Bentley will unveil its new concept car – the first model to wear the brand’s redesigned pair of wings.
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