BentleyCopied

Bentley's winged emblem goes back to 1919, when W.O. Bentley asked his friend, the motoring artist F. Gordon Crosby, to draw it. It was revised in 1931, in the 1990s and in 2002, always keeping the same idea: a B in the middle with a feathered wing on each side.

On 1 July 2025 Bentley unveiled a new version, ahead of the EXP 15 concept car it would carry a week later. It was designed in-house. Director of Design Robin Page ran a competition inside the design team, and the winning idea came from Young Nam, a member of the interior design team.

The changes are clear side by side. The wings are sharper and more angular, "more reminiscent of the angled wings of a Peregrine Falcon than the previous softer shapes", with a diamond pattern on the inner feathers. The little fan of feathers under the B is gone. The B itself sits in a redesigned jewel with a bevelled glass edge and a chamfered metal ring, inspired by watchmaking, and it can now be used alone without the wings. Bentley also showed a flat version for screens.

Bentley's own release describes the new design as "just the fifth iteration" of the emblem, while quoting Page a few paragraphs later calling it "only the fourth evolution". Both are true, depending on whether you count the original, which is the kind of question only a 106-year-old company gets to have. Dezeen went with fourth rebrand, fifth version.

Reaction was polite, as befits the product. Terri Nakamura on X called it a "Handsome logo design refresh handled in-house. Bravo!" Next to the Jaguar rebrand of a few months earlier, Bentley's choice to change a lot of small things rather than one big one looked very deliberate.