Bentley Unveils Its New 'Winged B' Emblem: A Bold New Era

Bentley's New 'Winged B' Emblem: A Symbol of Innovation

On July 1, 2025, Bentley Motors revealed its latest emblem, the 'Winged B,' marking the fourth update in the company's 106-year history. This new design symbolizes a fresh commitment from Bentley towards innovation and a forward-looking brand identity. The emblem will debut on a futuristic concept car set for public display on July 8, 2025, coinciding with the inauguration of Bentley's cutting-edge design studio at their headquarters in Crewe, UK.

The original 'Winged B' was conceived in 1919 by renowned motoring artist F. Gordon Crosby. Since then, it has evolved through subsequent iterations in 1931, the 1990s, and 2002, with the latest design representing a bold and iconic transformation that reflects over a century of luxury and craftsmanship.

Design Leadership and Innovative Spirit

Under the leadership of Design Director Robin Page, the 'Winged B' was meticulously designed in-house by a talented team. This new emblem embodies the essence of Bentley's future and is a fusion of refinement and innovation. It serves as a visual representation of the next chapter in the Bentley story, where tradition meets modernity.

A Glimpse into the New Concept Car

The 'Winged B' will adorn the front of the upcoming concept car that embodies Bentley’s design ethos moving forward. Although this vehicle will not be available for sale, it is highly significant in showcasing the design direction spearheaded by Robin Page, drawing inspiration from the brand's heritage models.

Reimagining the Classic

The design process involved a competition among all design team members, from which Yan Nam's sketches from the interior design team were selected. The new emblem preserves timeless elements such as the diamond patterns on the wings and the radiantly shining 'B' at the center, while also adopting a modern and innovative approach to the overall design.

The newly defined wing structure is sharper and more dynamic, recalling the image of a falcon in flight, yielding a cleaner and more sophisticated silhouette. The central 'B' has been carefully reconstructed to stand alone, maintaining its identity as a symbol of Bentley, and is adaptable for various applications, including logos and graphics.

The Heritage of the 'Winged B'

Since its inception in 1919, the Bentley emblem has always revolved around the letter 'B' at its heart, flanked by wings on either side. This design, created at the behest of founder W.O. Bentley, symbolized the pursuit of excellence in performance and embodied the spirit of speed that W.O. himself cherished, particularly as he was involved in aircraft engine designs during World War I.

With the acquisition of Bentley by Rolls-Royce in 1931, the second generation emblem emerged, featuring a simpler, symmetric style that lasted for over a decade. The lineage continued to evolve through the third and fourth generations, culminating in a design that still resonates strongly with Bentley's identity today.

A Promising Future with the 'Winged B'

The unveiling of this fifth generation emblem will take place during the opening ceremony of the new design studio at Bentley’s Crewe headquarters on July 7, 2025. This studio represents a new creative hub for Bentley, signifying a new era of design innovation. The following day, the concept car featuring the new emblem will be officially presented, further showcasing Bentley's commitment to craftsmanship and excellence.

Comments from Design Director Robin Page

According to Robin Page, "Luxury brands are built on the accumulation of stories, and the emblem is its signature. This refresh is a mere fourth in over a century of history, done with meticulous care. In today’s digital age, simplicity and refinement are paramount. The new emblem has been revitalized to have a sharper and stronger presence. The 'Winged B' and the concept car embody Bentley’s powerful and innovative future."

For more information, visit: Bentley Motors or Bentley Media.

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