More than 100 years on, Bentley has updated its Winged B
logo — a change that is just the fifth rebrand in the luxury carmaker's long
and rich history.
This makeover was designed by Bentley's internal design team
under the direction of design director Robin Page. It marks the beginning of
what the company refers to as a "new era of Bentley design language"
and will officially unveil on a concept car to be announced next week.
The original logo, designed by illustrator F Gordon Crosby
in 1919, has not changed much over the years — updated only in 1931, the 1990s,
and 2002. This current one, based on a design idea from interior designer Young
Nam, introduces the biggest change to the brand's image in more than a century.
So what's new? The 'B' signature remains center stage, but
the wings around it have been streamlined and pointy, now in the shape of a
contemporary diamond pattern. The feather work underneath the 'B' — a classic
feature since day one — no longer exists, leaving the design sleeker and more
futuristic-looking. The pointy wings were taken from the Peregrine Falcon,
which represents speed and accuracy.
In the center, the 'B' is surrounded by a chamfer ring made
of metal having a beveled, glassy edge. This new feature allows the emblem to
exist independently from the wings whenever desired, rendering it more
versatile across various formats.
“As much as luxury is about craftsmanship and heritage, it's
also about evolution,” said Robin Page. “In today’s complex digital world,
simplifying our emblem was a necessary step. This new design is cleaner,
bolder, and designed for impact.”
Bentley also revealed a flat, line-drawn version of the logo
in its announcement video — perfect for use across digital platforms and print.
The action follows an increasing trend among automobile brands updating their appearance. Audi unveiled a flat version of its legendary four rings, while Aston Martin collaborated with designer Peter Saville on a more elegant interpretation of its own logo. Jaguar introduced a bold rebrand last year that generated lots of buzz online.
At Apppl Combine, a leading creative agency in Delhi NCR, we believe branding is more than just a logo — it’s about building a genuine connection with your audience. If you’re ready to take your brand to the next level, we’re here to help you craft a visual identity and story that truly reflect who you are. Let’s create something meaningful together. Reach out today — your next journey starts now.
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