Bentley Unveils Redesigned ‘Winged B’ Logo Ahead of Upcoming Concept Car Reveal

Bentley Motors has revealed a new iteration of its iconic ‘Winged B’ logo, marking the fifth redesign in the brand’s 106-year history. The updated emblem is part of a broader design evolution under the leadership of Robin Page, Bentley’s director of design, who assumed the role in 2023.

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The redesigned badge is described by Bentley as more streamlined and compact than its predecessors. Among the key changes are the removal of lower wing feathers and the addition of a new border around the wings. The wings themselves have been reshaped to appear sharper and more angular, drawing inspiration from the form of a peregrine falcon in flight. Previous versions of the logo featured smoother, more rounded contours said to be inspired by gentler bird forms.

According to Bentley, the aim was to create a logo that respects the heritage of the brand while offering a modern and more assertive visual identity. The updated design is also intended to function more flexibly across digital and physical formats, including use as a standalone 'B' without the wings. The central portion of the badge incorporates a design treatment reminiscent of luxury watchmaking, with a bevelled glass edge and chamfered metallic detailing.

The new logo will first appear on a concept car scheduled to be revealed on July 8, coinciding with the official opening of Bentley’s newly established design studio at its headquarters in Crewe, England. The company has not shared technical or design specifics of the upcoming concept vehicle, though it is expected to preview elements of Bentley’s future design language under Page’s leadership.

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This latest emblem update aligns with Bentley’s ongoing efforts to transition its brand identity as it prepares for a future that will increasingly include electrification and advanced vehicle technologies. The company has previously announced its ambition to become a fully electric brand by 2030, and the new design direction is expected to reflect that strategic shift while maintaining the marque’s luxury positioning.