With subtle fanfare and a stiff upper lip, Bentley has unveiled a redesign of its Bentley Wings emblem. The new emblem—the fifth iteration of the “Winged B”—is being introduced along with a concept car to be revealed on July 8, 2025, coinciding with the opening of a new Design Studio in Crewe.
Logo redesigns can be a risky proposition, especially when it comes to their familiarity with the public. The current redesign has been created in-house by Bentley’s own design team, following a grand tradition that began in 1919 by Sir F. Gordon Crosby (alright, he was never knighted, what?). Subsequent redesigns have been implemented in 1931, the 1990s, and 2002, all maintaining the same charm. Says Bentley, “Crafted with confidence, care and creativity, the new emblem is symbolic of an exciting future” for the automaker. Note the sleeker design with the wings’ feathers dramatically refined with diamond patterns. The B in the center of the logo has been subtly redesigned in a manner so that it can stand alone on its own. It gives the impression that it could stand alone as the center jewel of a watch.
“If a luxury brand is the product of the stories it has created, then its emblem is its signature. In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B, and redesigning it was a formidable task for which we’ve taken great care,” says Director of Design Robin Page. “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.”
The car that it’s attached to is expected to herald the beginning of a new era of Bentley design language. Though strictly a concept car, with no plans for production, the vehicle is expected to hint what Page and his team plan for future products while using inspiration from the past. The queue to view the new vehicle on July 8th forms at www.bentleymedia.com.