Bentley Reimagines Its Icon: A Sharper Flight for the Winged B

In the world of automotive logos, some emblems need no introduction: Ferrari’s prancing horse, the Mercedes-Benz star, and of course, Bentley’s winged B. Now, for the first time since 2005, that iconic symbol is getting a refresh. This marks only the fifth redesign in Bentley’s 106-year history, making the update a moment of rare and deliberate transformation. The new emblem will debut on July 8 atop the bonnet of a forward-looking concept Bentley. That same day, the brand opens its new three-story design studio—set to become its creative nerve center.

So, what’s actually changed? Not a great deal, at least on paper. The revised emblem appears sharper, its outline bolder, with the lower feathers of the wings entirely removed. The B itself is now rendered in striking three-dimensional form, a play of light and shadow that makes it visually leap from the hood. In an era where flat, minimalist logos dominate, Bentley has defiantly gone the other way, crafting something bold and stately—worthy of a fireplace mantle in a luxury villa.

The man behind the redesign is Robin Page, who describes the new symbol as “cleaner, clearer, and more impactful” than its predecessor. If the concept car is any indication, this emblem hints at the visual language Bentley plans to carry into its next generation of models. The concept is almost certainly fully electric. No, it won’t go into production, but its influence will be felt all the same.

For the record, Bentley’s original badge was designed in 1919 by Frederick Gordon Crosby. It was later revised in 1931, 1990, 2002, and now in 2025. History isn’t rewritten often, but when it is, Bentley ensures it’s done with unmistakable style.