Iconic British luxury car manufacturer, Bentley, has unveiled a new version of its legendary “Winged B” emblem, marking the fifth change to its logo in its 106-year history.
The new Bentley logo embraces a minimalist, sleek, and modern design philosophy, reflecting the brand’s future orientation as it transitions into the era of electric vehicles and digital platforms.
One of the most noticeable changes is the removal of the soft feather detail at the base of the old logo. Instead, Bentley draws inspiration from the wings of a peregrine falcon – a symbol of speed and precision – featuring sharper and more defined lines. This design enhances the logo’s adaptability to digital environments, from vehicle interfaces to digital platforms and mobile applications.
The centerpiece of the new emblem is the three-dimensional “B” designed as a gem, reminiscent of a fine watch face. This design enables the logo to stand alone as a distinctive identifier on vehicles or digital media without the need for the accompanying wings. This strategic move aims to increase the brand’s flexibility and recognition in the digital sphere and online platforms.
Despite the bold evolution, Bentley retains an important heritage detail – the asymmetric wings. This design, originally created by F. Gordon Crosby in 1919, served an anti-counterfeiting purpose, with each side featuring a different number of feathers. It is considered one of the most unique and distinctive elements in the global automotive industry.
The new Bentley emblem is also aligned with the overall design strategy for future models. The front grille is expected to feature a diamond-shaped design, incorporating subtle lighting effects instead of traditional chrome details. This shift embodies the philosophy of “luxury redefined,” reimagining opulence in an era where technology and environmental considerations take center stage for customers.
The new logo is set to debut on a concept car to be unveiled on July 8. This concept car will not only be a mere design study but will also preview the design language for the upcoming electrified model range.
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