Bentley changes logo after 20 years: a discreet but strategic evolution

British automaker Bentley modernizes its winged emblem for the first time since 2002, on the eve of the launch of a new concept car.

British luxury brand Bentley enters a new visual era. Its logo, unchanged for over two decades, has just undergone a discreet but symbolic transformation. The update is part of what the automaker calls its “design revolution”, which began this year with the opening of its brand-new creative studio in Crewe.

The mythical “Bentley Wings ” – the famous stylized wings adorning the rear and front of every model – now benefit from a sharper design. The lower feathers have been removed, the wing lines strengthened and the central “B” given greater prominence. This emblematic letter may be used on its own in the future, demonstrating the brand’s intention to assert its graphic identity in a more flexible way.

A coherent graphic evolution

Behind the new logo lies an internal team effort: a competition among the brand’s designers led to this fifth version. Illustrator Frederick Gordon Crosby, who drew the first logo in 1919, would no doubt have appreciated this modernized faithfulness to his original design.

Bentley remains faithful to its codes while adapting them to today’s aesthetic expectations. A strategic move at a time when the automotive luxury market values consistency between technical innovation and brand image.

Paris, a prime showcase for luxury car brands

Bentley may be British, but its presence in Paris remains essential. Every launch or aesthetic update is scrutinized in the French capital, where the luxury clientele remains demanding and influential. The new logo is expected to make its first appearance on the next Bentley concept car, due to be unveiled this week. It’s a safe bet that this model will be exhibited in the capital’s prestige salons, such as the one on Avenue George V, or at high-end automotive events in Paris.

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