► The fifth version in 106 years
► Loses the tail feathers
► Sharper and more refined
Bentley has a new look! Today it revealed a redesigned badge, the fifth version of the famous B in its 106-year history. Officially called the ‘Winged B,’ the new logo follows a similar design and theme to the one created by F. Gordon Crosby way back in 1919.
The redesign was led by Robin Page, Bentley’s director of design – but was a team effort. An early version of the new logo won an internal design competition, and further tweaks and refinements followed.
‘In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B, and redesigning it was a formidable task for which we’ve taken great care,’ said Page. ‘In an era of ever-increasing complexity and fidelity from digitalisation, an exercise of simplification and refinement is a modern necessity – and so the new emblem is cleaner, sharper and more impactful than its predecessor.’
The new logo has undergone further tweaks and refinements, designed to make it bolder and easier to recognise across media. With that in mind, the wings are now sharper and more angular – and the ‘tail feathers’ underneath the B have been removed entirely. Look at the images here, and you’ll see just how subtle the changes are.
It’s a similar treatment to Aston Martin’s recent logo update, which has also refined and simplified.
The B will make its physical debut at Bentley’s Crewe HQ later this month, and soon after it’ll appear on an entirely fresh concept. When revealed, the design study will be the first car to wear Bentley’s new look badge.
What do you think of it? Let us know in the comments.
Curtis Moldrich is CAR magazine’s Digital Editor and has worked for the brand for the past five years. He’s responsible for online strategy, including CAR’s website, social media channels such as X (formerly Twitter) and Facebook, and helps on wider platform strategy as CAR magazine branches out on to Apple News+ and more.
By Curtis Moldrich
CAR's Digital Editor, F1 and sim-racing enthusiast. Partial to clever tech and sports bikes