Bentley's logo is iconic; a stylized ‘B' at the heart of two shining, silver wings. The ‘Winged B' was created in 1919 by Frederick Gordon-Crosby, and a version of which has graced the bumper of every Bentley model since.
Today, though, Bentley's iconic wings get their first major makeover in more than 20 years.
Led by Director of Design Robin Page, Bentley held an internal competition allowing designers from various facets of the company to compete for the final look. Interior designer Young Nam would sketch the winning draft, with Page and his team bringing Nam's concept to life in production form.
The new logo is sharper and sleeker, with a modern diamond pattern in the inner wings and an updated B at the center. The angle of the wings themselves is more dramatic, inspired by those of a Peregrine Falcon, the company notes. And the feathers once found beneath the B logo have been removed entirely.
The end result is a clean, modern interpretation of Bentley’s historic emblem. But as Robin Page notes, updating such an icon was no easy task.
"In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B," says Robin Page. “And redesigning it was a formidable task for which we’ve taken great care."
"In an era of ever-increasing complexity and fidelity from digitalisation, an exercise of simplification and refinement is a modern necessity," says Page. "And so the new emblem is cleaner, sharper, and more impactful than its predecessor. The new Winged B—and the concept car that introduces it—both symbolize a powerful, exciting future for this company and its exceptional, handcrafted products."
Bentley’s 'Winged B:' A Timeline
The first ‘Winged B' adorned the front-end of a Bentley in 1919. F. Gordon-Crosby, an artist obsessed with all things racing, would sculpt the final design. Gordon-Crosby worked for The Autocar magazine early in his career and would go on to become one of the most famed automotive painters and sculptors of the pre-war years.
But the original iteration of the Winged B would only survive 12 years before an update in 1931 under the new ownership of Rolls-Royce. At that point, Bentley simplified the ‘B' logo and its oval surround, removing many of the dramatic flourishes found on the original, while simultaneously sharpening up the wings and adding more detail.
The second version of the Bentley logo would survive 65 years before designers would take another crack at reimagining it in 1996. This time, Bentley would soften the wings and slim down the central oval surround, while reimaging the ‘B' letter in the center of the logo to more match the original.
In 2002, the Winged B would see another significant update under the helm of Volkswagen Group. In preparation for the new Continental GT, Bentley designers, yet again, would sharpen up the wings similar to the 1931 update, while adding additional embossed details and winglets closer to the ‘B' itself. The ‘B' logo would have a more prominent role in the center roundel with a larger, more circular design.
Now, in 2025, the Bentley logo sees its most dramatic makeover to date. The aggressively angled wings, simplified diamond pattern, and even bolder ‘B' give the emblem a modern look in line with the luxury automaker's future vision.
Bentley will debut its new Winged B at its headquarters in Crewe, England, on July 7, before showing the updated badge on a new concept car on July 8.
