On July 1, Bentley Motors, the ultra-luxury brand under Volkswagen Group, officially unveiled its new double-wing “B” emblem. Designed under the direction of current design chief Robin Page, the updated logo embodies a more modern and avant-garde design language. While retaining the iconic winged “B,” significant refinements give the new badge a sharper, bolder visual effect.
Compared with the old logo, the new emblem adopts a flatter, minimalist design. The soft, three-dimensional wings of the old version have been replaced with more geometric, sharply cut lines. The central “B” is more sculpted, with a cleaner silhouette. The asymmetrical feathers flanking the “B” have been removed, and the feather element below the letter has been simplified into a single outlined line, enhancing clarity and precision.
This move aligns with the industry’s broader shift toward flat design. In recent years, brands including Volkswagen, BMW, Nissan, Mazda, Skoda, Kia, Peugeot, Citroën, Renault, GM, Audi, and Chinese automakers like Changan, Geely, BYD, and FAW Bestune have all adopted flatter logos. Robin Page commented: “The winged ‘B’ is Bentley’s most iconic symbol, having evolved four times since 1919. Redesigning it was extremely challenging and required great caution. In today’s increasingly digital world, simplification and refinement are essential. The new badge is cleaner, clearer, and more impactful than before.”
Founded in 1919 by Walter Owen Bentley, Bentley is headquartered in Crewe, UK, and specializes in high-performance luxury cars. After financial struggles, Bentley was acquired by Rolls-Royce in 1931, and later, in 1997, Rolls-Royce went to BMW while Bentley was acquired by Volkswagen Group, where it remains today.
Historically, Bentley’s logo has been updated four times: the original 1919 design by F. Gordon Crosby, then revisions in 1931, the 1990s, and 2002. The new emblem marks the fifth redesign in Bentley’s century-long history and is described as the brand’s most groundbreaking change, symbolizing its entry into the digital era.
Despite its heritage and Volkswagen Group backing, Bentley has not been immune to market challenges. Global sales fell 22% in 2024 to 10,643 units, compared with 13,560 in 2023. Revenue dropped 10% to €2.648 billion, while operating profit fell 37% to €373 million. Bentley’s current lineup includes the Flying Spur, Bentayga, Continental GT, and Continental GT Convertible. The first concept car to feature the new emblem will debut on July 8.
