For more than a century, the Bentley emblem has been a signature recognized worldwide: a winged B that evokes movement, elegance, and heritage. But the British manufacturer is ready to look to the future with a new face.

On July 7, Bentley will officially present a reinterpretation of its iconic symbol, at the opening of its new design studio, marking the beginning of a new chapter.

The visual evolution does not come alone. The following day, the renewed emblem will star in the front of a completely new concept car, not yet revealed, which represents Bentley's vision of the future of luxury automotive design.

This concept vehicle will also be the first to fully integrate the new aesthetic codes that the brand will develop over the next decade.

It's not just a change, it's history

The history of the Bentley emblem dates back to 1919, when WO Bentley founded the brand. At the time, he commissioned his friend and renowned automotive artist F. Gordon Crosby to design a badge that would capture the essence of the house.

The result was the famous “B with wings,” an allegory for “the exhilaration of motion” and a nod to Bentley’s aeronautical past, designing aircraft engines during the First World War.

Since its creation, the logo has been updated just five times. The most recent of these revamps was led by Robin Page, now Bentley’s design director, who led a small in-house team to take on the challenge of modernizing the emblem without breaking with its historic essence.

“The aim was to maintain the integrity of the original design, but make it more in tune with the times,” said Page.

According to the designer, the new wings are “sharper and more dramatic than the outgoing version, more reminiscent of the angled wings of a peregrine falcon than the softer shapes of before. ”This description alludes to a clear intention: to give the emblem a bolder, less decorative, and more dynamic character.

More and more changes in the new Bentley logo

In addition to the new shapes, the redesign introduces elements of luxury inspired by other artisanal industries. “Everything is framed within a beveled glass edge and a beveled metal frame,” explained Bentley, referring to the visual refinement that seeks to evoke the design of high-end Swiss watches.

Another notable change is the elimination of the lower feathers that used to adorn the base of the “B.” This decision was made to achieve a cleaner and more versatile image, especially in a world where logos must function clearly in both physical and digital environments.

Furthermore, the central section was redesigned with the aim of being able to be used independently as a graphic or isolated badge.

This movement is not isolated. Several historic automotive brands have opted to update their emblems in recent years, adapting them to an era where the digital and the physical must coexist harmoniously.

However, Bentley has avoided falling into flat or extreme minimalist trends, as other brands have done, preferring to preserve the three-dimensionality and visual richness that defines its identity.

The presentation of the new concept car that will debut with the redesign still holds many mysteries. Bentley has not revealed images or technical details of the vehicle, beyond the fact that it is a completely new model that will symbolize the brand's aesthetic transition into the future.

This concept car will not only showcase Bentley's new visual language, but also a platform for experimenting with design solutions, sustainable materials, and cutting-edge technologies that could reach production models in the coming years.

Bentley has made it clear that the new emblem is not a break, but an evolution. It's a symbol that honors more than 100 years of history while pointing to a future where luxury, tradition, and innovation can coexist.

With this refresh, Bentley seeks to maintain its vision of remaining at the forefront of automotive luxury without sacrificing its heritage. For those who have followed the brand from its Le Mans days to its recent foray into hybrid and electric vehicles, the change is subtle but meaningful.