Bentley Motors unveiled the newly redesigned 'Bentley Wings' emblem on 3rd as the first step towards an innovative transformation of the brand and design.
The new look of the emblem, which has become a symbol of Bentley with 106 years of history, was revealed. Along with the newly released fifth emblem, a concept car embodying the future vision will also be unveiled for the first time in July, along with the new design studio at the Crewe headquarters in the U.K.
The Bentley emblem 'Winged B,' first created by F. Gordon Crosby in 1919, has undergone changes in 1931, the 1990s, and 2002. In particular, this fifth emblem is considered the most significant change in Bentley's history of over a century, designed to intuitively recognize the identity of Bentley.
The new emblem, created by Bentley's in-house design team under the leadership of design chief Robin Page, marks the first step in opening a new chapter for the Bentley brand and its DNA. The emblem embodies confidence, meticulousness, and creativity, symbolizing Bentley's dynamic future. Notably, the design proposed by designer Young Nam of the Bentley interior design team was ultimately adopted and refined into its final form.
The new emblem is set to be affixed to the front of a future vision concept car that will be unveiled on July 8. Although not a production model, this concept car will illustrate Bentley's future design direction led by Robin Page, drawing inspiration from iconic past Bentley models.
The goal of the new emblem design was to inherit the beautiful details of the previous emblem, such as the diamond pattern inside the wings and the center jewel adorned with the 'B' logo, while completing a more modern and advanced form. The new wings have evolved into a sharper and more dramatic shape, reminiscent of a hawk's angular wings instead of soft curves. The feathers beneath the 'B' logo have completely disappeared, giving it a more visually streamlined finish.
The 'B' center jewel between the wings can now be used independently without the wings, reflecting details seen in luxury watch designs, adding elegance and depth.
Robin Page, Bentley's design chief, noted, "If the story created by a luxury brand is a product of its own, the emblem is like the signature of the luxury brand, and redesigning the iconic 'Winged B' in its fourth evolution from Bentley's history spanning over 100 years is an important task carried out with caution." He added, "In an era of digitalization where complexity and precision are constantly advancing, simplification and refinement are essential elements. The new emblem, which gives a more concise, sharp, and intense impression than before, will become a new symbol expressing Bentley's vigorous and dynamic future."
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