The new Bentley logo

Luxury brands don’t need to scream for attention. They lead with confidence, heritage, and precision. Bentley’s newly unveiled logo is a perfect example of that quiet authority – a refined evolution that stays true to its legacy while embracing the future.

This is only the fifth redesign in Bentley’s 106 year history. Crafted by its in-house design team under the direction of Robin Page, the updated ‘Winged B’ is modern, symmetrical, and more purposeful in form. But most importantly, it still looks unmistakably Bentley.

What’s changed? Quite a lot, once you look closely. The wings are now sharper and more angular, said to take inspiration from the Peregrine Falcon, a bird known for its speed and control. The softer feathers underneath the iconic ‘B’ have been removed completely, giving the emblem a cleaner, more symmetrical shape. The inner feathering now subtly mirrors the diamond pattern found in Bentley’s luxurious interiors – a detail that ties the badge to the brand’s craftsmanship.

At the centre sits a redesigned jewel, the ‘B’ now encased in a bevelled glass-like surround with a chamfered edge, reminiscent of luxury watchmaking. This makes the emblem not only more dimensional and life-like but also more versatile. It can now be used effectively across digital and physical applications, from a car bonnet to a smartphone screen.

To most people, the change might barely register – and that’s exactly why it works. This is how luxury branding should evolve: subtly, intelligently, and with respect for its origins. Bentley hasn’t reimagined its identity, it’s refined it. Brands with heritage don’t need to chase trends; they need to signal continuity while remaining contemporary. And it mirrors the moves of other heritage marques like Rolls-Royce and Maserati — subtle, strategic adjustments rather than wholesale reinvention.

The logos over the years – starting in 1919.

As a designer, I think this rebrand is exactly how it should be done. It maintains brand equity while preparing for the next generation of products. It’s restrained, refined and rooted in Bentley’s DNA. In a world where logos are often flattened to the point of blandness, it’s also refreshing to see a touch of 3D depth, something that has largely disappeared in recent years.

Bentley’s updated logo also arrives at a pivotal time. It’s the visual flag bearer for the brand’s future, beginning with a new concept car and the company’s first fully electric model. The badge reflects a shift in design language – one that is more progressive, geometric, and aligned with the digital age, without sacrificing the timeless essence of the brand.

This redesign isn’t just about aesthetics. It’s a strategic move that positions Bentley for what comes next. And it shows that in the world of luxury, evolution, not revolution, is the smartest path forward.

Image credit Bentley