The Fifth Evolution
On 7 July 2025, Bentley Motors presented the fifth iteration of its Winged B emblem at its headquarters in Crewe, England.1 The redesign represents what the company describes as "the biggest change to the instantly-recognisable mark in more than a century."1
Founded in 1919 by W.O. Bentley, the marque's emblem has evolved through the decades, each iteration reflecting its era while maintaining core symbolic elements.1, 2 This fifth redesign revisits the asymmetric structure of the 1919 original: the left wing now features ten feathers while the right carries eleven, an homage to the founding design.1
Subtraction as Modern Strategy
The most significant change is what was removed. The lower feathers that previously extended beneath the B have been eliminated entirely, creating a "visually-cleaner shape" that reduces visual complexity without abandoning heritage.1 This reductive approach aligns with contemporary design thinking while honoring the brand's historical vocabulary.
Critically, the redesign allows the B centre to function as a standalone graphic device independent of the wings.1 This modular flexibility enables the emblem to scale and adapt across digital touchpoints, vehicle displays, and brand applications, a necessity in modern luxury automotive marketing.
In-House Design and Electrified Future
Bentley's design team, led by Director of Design Robin Page, developed the mark in-house, signaling organizational confidence in internal creative capabilities.1 The unveiling coincided with the launch of a new Design Studio and the EXP 15 concept car, together articulating Bentley's "Beyond100" electrification strategy.1, 3
The Winged B redesign thus serves dual purposes: it honors a 106-year design legacy while signaling Bentley's commitment to electric transformation. The logo's evolution reflects not abandonment of heritage, but its adaptation to a future the 1919 founder could never have imagined.
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Bentley Media, "Bentley's vision of the future reveals New Wings", 1 July 2025, for the new Winged B being only the fifth iteration in Bentley's 106-year history, for its official unveiling at the Crewe campus on Monday 7 July 2025 alongside the opening of the new three-storey Design Studio inside the 1938 headquarters building, for the company's description of the work as "the biggest change to the instantly-recognisable mark in more than a century of history", for the 1919 original drawn by F. Gordon Crosby and the later iterations of 1931, the 1990s and 2002, for the asymmetric arrangement of ten feathers on the left and eleven on the right that the release attributes to the 2002 emblem as its homage to the 1919 original, for the lower feathers beneath the B having been "removed entirely, for a visually-cleaner shape", for the redesigned centre jewel that lets the B stand alone as a graphic device without the wings, for the emblem having been developed in-house by Bentley's design team under Director of Design Robin Page, and for the future vision concept car revealed the following day, 8 July 2025. https://www.bentleymedia.com/en/newsitem/1718
2. Wikipedia, "Bentley Motors Limited", read on 18 September 2026, for the founding of the marque by W.O. Bentley on 18 January 1919, for the company being headquartered in Crewe, England, and for its ownership by the Volkswagen Group since 1998. https://en.wikipedia.org/wiki/Bentley
3. Bentley Media, "EXP 15 design vision concept: A story reimagined for the future", 8 July 2025, for the concept car shown the day after the emblem being named EXP 15, for it carrying the "New Winged B emblem designed to channel the spirit of the 1919 original", and for Bentley's electrification programme being the Beyond100+ strategy, under which the company commits to being exclusively electric from 2035. https://www.bentleymedia.com/en/newsitem/1720-exp-15-design-vision-concept-a-story-reimagined-for-the-futur
