Luxury brands rarely gamble with their most sacred symbols, but Bentley just rolled the dice on its legendary Winged B badge. The British automaker unveiled its first logo redesign in over two decades—only the fifth makeover in the company’s 106-year history.
That’s rarer than a unicorn sighting in Silicon Valley.
The new emblem trades softer curves for sharper angles, ditching the lower feathers that previously adorned the wings. Director of Design Robin Page drew inspiration from luxury watchmaking, crafting a precision-engineered centerpiece that reads like a jeweled timepiece. The central B now sits within a chamfered ring, giving it standalone versatility for digital applications without losing its three-dimensional luxury appeal.
While other premium brands flatten their logos for Instagram feeds, Bentley doubled down on tactile richness. This isn’t just aesthetic housekeeping—it’s a declaration of intent.
The redesigned badge debuts July 8 alongside an all-electric concept car that previews Bentley’s electrified future. You’re witnessing the visual DNA for upcoming models, including the brand’s first electric SUV.
The timing aligns perfectly with the opening of Bentley’s new Design Studio in Crewe, positioning the facility as mission control for the brand’s next chapter.
The logo evolution reflects broader shifts in luxury automotive branding. Where Tesla stripped away ornamentation entirely, and Jaguar’s identity backlash left the brand in search of direction, Bentley maintains its heritage while embracing modernity. Interior designer Young Nam contributed the initial concept, proving that cross-disciplinary thinking drives innovation.
Previous redesigns in 1931, the 1990s, and 2002 each marked pivotal moments—ownership changes, technological leaps, and market evolution. Your relationship with the Winged B is about to change. The new design honors F. Gordon Crosby’s 1919 original while preparing for an electric future where heritage meets sustainability.
This badge won’t just identify your Bentley—it’ll announce your membership in luxury’s next generation.
