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Bentley's New Wings Emblem Marks Significant Design Evolution Ahead Of Future Vision Concept Car Launch
Bentley Motors has introduced a new 'Bentley Wings' emblem, marking a significant shift in its design and brand identity. This is only the fifth version of the emblem in Bentley's 106-year history. The new design will be showcased with a concept car on 8 July, coinciding with the inauguration of a new Design Studio at Bentley's headquarters in Crewe, England.
The original 'Winged B' was crafted by F. Gordon Crosby in 1919. Over the years, it underwent changes in 1931, the 1990s, and 2002. However, the latest 2025 redesign represents the most substantial transformation of this iconic symbol in over a century. Created by Bentley's design team under Robin Page's guidance, this emblem signifies a fresh chapter for Bentley.
The new emblem is featured on an upcoming concept car that hints at future Bentley designs. Although not intended for production, this concept offers insights into Robin Page's vision for Bentley's future product lineup, drawing inspiration from classic models. The design process involved a competition among Bentley's designers, with Young Nam from the Interior Design team proposing the winning concept.
Robin Page led the design of the new Winged B with support from a dedicated internal team. The aim was to retain beautiful elements from previous designs while creating something modern and progressive. The wings now have sharper angles reminiscent of a Peregrine Falcon, and lower feathers have been removed for a cleaner look.
The centre jewel of the wings remains but has been redesigned to stand alone as a graphic element. It features high-quality details akin to luxury watch designs, including bevelled glass edges and chamfered metal surrounds. This redesign captures depth and quality beneath its surface.
"If a luxury brand is the product of the stories it has created, then its emblem is its signature," said Robin Page, Director of Design at Bentley. "In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B." He added that simplifying and refining the emblem was necessary in today's digital age.
Evolution Over Time
The original Winged B design included unique features like different feather counts on each wing to prevent counterfeiting. When Rolls Royce acquired Bentley in 1931, they introduced a symmetrical version with ten feathers on each side and simplified elements.
This version remained until around 1996 when it was revised to echo Crosby's original design with more ornate features and curved wings. After Volkswagen Group acquired Bentley in 1998, another redesign prepared for the Continental GT launch in 2002 returned to an asymmetric design with differing feather counts on each side.
Upcoming Unveiling
Bentley's latest Winged B will debut twice next week. On Monday, 7 July, it will be officially unveiled at Bentley’s Crewe campus during their new Design Studio opening ceremony. This studio occupies three floors within their historic headquarters building from 1938.
The following day, Tuesday 8 July, marks the reveal of their new concept car—the first model to feature these updated wings—further details will be shared through official channels.
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