The Bentley brand, which dates back to 1919, has decided to redesign its logo for the fifth time in its history. This is not, however, a radical step away from tradition – quite the contrary. The new version of the “winged B” combines a tribute to the craftsmanship of long ago and a modern lightness of form.
An in-house creative team led by Bentley’s design director Robin Page was responsible for developing the rebrand. Inspiration came from a design by Young Nam, a member of the car interiors team. It was his vision that gave the wing plumes a new geometry – dropping the fine, realistic feathers in favour of an abstract arrangement reminiscent of radiant diamonds. The biggest change in the new logo is the absence of the second, lower row of plumes below the letter B. The monogram itself, described by Bentley as the ‘central jewel’, has been given a clear outline and can function on its own without the distinctive winged border, making the mark extremely flexible in digital and print applications.
The new details betray the automotive world’s fascination with solutions familiar from watchmaking craftsmanship. The polished edge is reminiscent of the passage of glass in exclusive timepieces, while the slightly slanted, minimalist wings are meant to evoke the aerodynamic outline of a peregrine falcon. This reference to nature, however, is not limited to symbolism – the new logo silhouette exudes a technological precision and futuristic dynamism that can just as easily be read as a prelude to the electric age, in which Bentley intends to set further standards.
The introduction of the new logo comes at a time when Bentley’s rival Jaguar has already been experimenting since last year with a radical shift to sans-serif, lowercase letters in the logo. However, that change was met with mixed reactions and the company saw a drop in production and sales. Bentley decided to take a different route – instead of breaking with the past, it opted for evolution, retaining the classic elements that every car fan knows.
This strategic move is part of a wider trend of visual simplification that the automotive industry is undergoing. In recent years, brands from Audi to Toyota and Volkswagen have been cloaking their logos to reflect changes in business, technology and market models. Bentley, while bolder in its interface rejuvenation, is making changes, but in a less radical way.
Former version of the symbol:
Bentley’s first ever all-electric model, announced for next year, will soon appear under the new logo. The official launch of the refreshed ‘winged B’ will therefore not only be a symbolic reminder of the brand’s more than 100-year old tradition, but also the prelude to a new era in which elegance meets technological innovation and every detail, even the smallest, reveals Bentley’s history anew.
At the same time, the Bentley brand has opened a new Design Studio, housed in the historic ‘Front of House’ building on the Crewe site. This 1939 building, which has witnessed visits from key visitors – including Queen Elizabeth II – has undergone a major refurbishment, retaining the original 1930s facade, a restored brass staircase and the addition of a third storey. At the grand opening, led by architect George Clarke, Dr Frank-Steffen Walliser explained that the new space – twice the size of the existing one – is intended to be at the heart of the brand’s biggest ever styling revolution, focused on future electric models.
The studio brings together as many as 50 designers from the colour and upholstery departments, the Mulliner division and UX/UI specialists under one roof to foster close collaboration and accelerate the creation of Bentley’s design language for the coming era of BEVs. The inspiration for the naming of the new logo ‘Bentley Wings’ came from the original facade of the building, which has also become a showcase for the entire studio.
source: Bentley
Also read: corporate identity | Logo | Automotive | Interesting facts | Featured | whiteMAD on Instagram
