Bentley Motors has entered a transformative era, unveiling both a redesigned Winged B emblem and a state-of-the-art Design Studio at its historic headquarters in Crewe. Together, these milestones signal the beginning of the most significant design and brand evolution in Bentley’s 106-year history, setting the stage for a future defined by innovation, electrification, and uncompromising craftsmanship.
The new Winged B is not a mere logo update; it is a redefinition of Bentley’s identity for the next century. It embodies the principles of simplicity, precision, and timeless elegance, while staying rooted in the marque’s storied heritage. Only the fifth redesign since 1919, this emblem speaks volumes about its importance. Created under the leadership of Bentley’s Director of Design Robin Page, the project began as an internal design competition, opening the floor to the entire design team. The chosen concept, envisioned by interior designer Young Nam, reflects a bold interpretation of Bentley’s DNA—traditional cues retained, but with sharper, more dynamic character.
Every detail of the emblem has been carefully considered to convey power and purity. The wings, historically symbolic of speed and motion, have evolved into cleaner, more dramatic shapes. Gone are the softer, layered feathers of the previous design; in their place, the wings sweep outward with aerodynamic tension, inspired by the agility and strength of a peregrine falcon. The lower feathers, present for decades, have been removed for a purer form language that aligns with Bentley’s forward-thinking design ethos. This removal declutters the composition, creating a more impactful and modern silhouette.
At the center lies the jewel of the emblem—the iconic “B”—reimagined as an exquisite three-dimensional object rather than a flat graphic. Its design draws inspiration from the craftsmanship of haute horology, incorporating a bevelled glass edge and a chamfered metal surround that enhance the sense of depth and luxury. Beneath the surface, the B appears suspended, giving the emblem a jewel-like quality that celebrates Bentley’s tradition of intricate detailing. This depth allows the jewel to stand alone as a secondary brand mark, capable of representing Bentley even without the wings.
The inner wings retain their diamond-patterned texture, a subtle homage to the quilted leather patterns that define Bentley interiors. This interplay of heritage and innovation is no coincidence; it mirrors the brand’s philosophy of fusing classical artistry with cutting-edge technology. While the emblem’s asymmetry—a hallmark of Bentley authenticity—remains, its geometry has been refined for precision and balance, making it feel both contemporary and instantly recognisable.
This emblem makes its public debut on the new vision concept EXP 15, a dramatic design study that signals Bentley’s aesthetic trajectory in the era of electric grand touring. While not intended for production, EXP 15 previews proportions, surfacing, and detailing that will influence future Bentley models. Its presence alongside the new Winged B reinforces a message: Bentley is evolving, but without compromising the values that made it an icon.
The significance of the new emblem is amplified by its unveiling within Bentley’s new Design Studio. Housed in the historic “Front of House” building dating back to 1939, this creative hub doubles the size of its predecessor and unites exterior, interior, color and trim, Mulliner bespoke specialists, and UX/UI designers under one roof for the first time. It is a workspace designed to inspire collaboration and innovation, blending restored historic elements—such as the original brass stairwell—with cutting-edge digital infrastructure. This new home for design reflects the same philosophy as the emblem: respecting origins while embracing progress.
The Winged B has always been more than an emblem. Since its creation by F. Gordon Crosby in 1919, it has symbolized motion, performance, and individuality. Over the decades, each iteration—from the symmetry of the 1931 version to the ornate curvature of the 1990s and the asymmetric elegance of 2002—has mirrored Bentley’s evolution. Today’s redesign is the boldest yet, distilling a century of heritage into a modern, expressive mark that defines Bentley’s future.
As Bentley transitions into a new era of electrified mobility, this emblem becomes a powerful statement of intent. It embodies clarity in an age of complexity, craftsmanship in a digital world, and performance shaped by sustainability. The new Winged B is not just Bentley’s signature; it is the seal of its next great chapter—crafted with precision, rooted in tradition, and engineered for tomorrow.
