Shorter wings: Bentley shows its new (old) logo
Bentley Motors has unveiled a new winged brand emblem. It marks the fifth iteration of the logo since the company was founded 106 years ago. The new emblem will be unveiled on July 8th as part of a concept car unveiling. At the same time, the manufacturer is opening a new design studio at its headquarters in Crewe, England.
The original winged B was designed by F. Gordon Crosby in 1919. Revisions followed in 1931, the 1990s, and 2002. The current 2025 version represents the most comprehensive change in the logo's history. It was developed by the in-house design team led by Robin Page, Director of Design at Bentley. According to Bentley, the new emblem marks the beginning of a new direction for the brand's identity.
The new emblem was placed on a previously unseen concept car, which will also be unveiled on July 8. The concept is not intended for series production, but is intended to hint at the brand's future design direction, drawing on historic Bentley models as design references.
Robin Page led the design of the new emblem. The designs were created as part of an internal competition. The final design was submitted by Young Nam from the interior team. Further refinement to the production version was then carried out by the team.
The goal was to transform design elements of earlier versions—such as the diamond pattern in the wings and the central B—into a formally reduced and more contemporary form. The wings are more angular than before, and their orientation is reminiscent of a bird of prey's wings. The lower feathers were removed to create a clearer contour.
Bentley Flying Spur (2025) with previous logo
Image by: Bentley
The central B remains part of the emblem, but was designed so that it can be used graphically even without the wings. The design is based on the principles of high-quality watches, with a beveled glass edge, a metal frame, and a three-dimensional B.
Head of Design Robin Page explained the introduction of the emblem, saying that a brand's symbol represents its history. The revision was necessary to meet the demands of today's brand communication. The new emblem is simpler, sharper, and more striking than its predecessor. It is intended to visually accompany the future development of the company and its products.
Since Bentley's founding in 1919, its emblems have been based on a central B with wings pointing to the sides. The first logo, designed by F. Gordon Crosby, was intended to symbolize speed and motion. Crosby also opted for asymmetrically feathered wings to make counterfeiting more difficult.
The "Flying B" radiator figure is also typical for Bentley
Image by: Bentley
In 1931, after the takeover by Rolls-Royce , a new, symmetrical emblem was introduced. It featured ten equal feathers on each side and a simplified B within a black oval. This emblem remained in use until the mid-1990s.
With the redesign in the 1990s, the design returned closer to the original. The B was rendered more three-dimensional, and the wings gained further depth. After Bentley's purchase by the Volkswagen Group in 1998, the emblem was redesigned again—this time during the development of the Continental GT . This version—asymmetrical with ten springs on the left and eleven on the right—is still in use today and served as the basis for the new 2025 design.
More from Bentley:
motor1
