Bentley unveils bold new emblem ahead of electric car concept reveal
Luxury carmaker Bentley is turning the page on a new chapter, and it’s starting with the badge. For only the fifth time in its 106-year history, Bentley has redesigned its iconic “Winged B” emblem.
The sleek new look signals more than just a brand refresh, it’s a clear step into Bentley’s electric future. The redesigned wings will make their full debut on July 8 alongside a futuristic concept car, which Bentley says will hint at the direction of its next-generation models, including electrified offerings.
A branding reboot that stays grounded
Created entirely in-house under Bentley’s Director of Design, Robin Page, the updated badge blends tradition with modernity. Its sharper, more minimalist lines take inspiration from the Peregrine Falcon, offering a more confident and aerodynamic presence. Key details like the diamond wing pattern and the central ‘B’ have been refined to feel more like high-end watchmaking than legacy automotive design.
Page described the challenge as “an exercise of simplification and refinement” in a time when digital complexity is the norm. “The new emblem is cleaner, sharper and more impactful,” he said, adding that both the badge and the upcoming concept car “symbolise a powerful, exciting future” for the brand.
While the concept itself won’t be destined for production, Bentley says it offers a preview of what’s to come, a future inspired by the past, with design cues from iconic models reimagined for the electric era.
Bentley's transition to sustainable luxury
The announcement comes just days before Bentley opens a new state-of-the-art Design Studio at its Crewe HQ. For electric car fans and future-focused drivers, this could mark a key milestone in Bentley’s transformation. With a promise to go fully electric by 2035 as part of its Beyond100+ strategy, Bentley is proving that timeless luxury can evolve — and still lead the pack.
Controversial or thoughtful evolution?
When iconic automotive brands refresh decades‑old logos, the move can spark controversy, just look at Jaguar’s 2024 rebrand. Jaguar replaced its iconic leaping cat badge with a minimalist “double‑J” logo and an edgy ad campaign promoting “Exuberant Modernism.” The result was praised by some for its originality and bravery but sat uncomfortably for some of Jaguar's nostalgic fan base. Some critics calling it “confusing” and likened the campaign that of a fashion or cosmetics label. That said, controversy has its value, it got people talking. We’re still discussing it seven months later.
By contrast, Bentley’s new Winged B already feels like a less divisive move, a thoughtful evolution rather than a dramatic departure. It honours its rich heritage, preserving the diamond-patterned wings and three-dimensional jewel. While refining the shape and elegance for the electric era. Early reactions suggest it’s less likely to provoke a culture‑war backlash and more likely to resonate with both legacy Bentley fans and new electric car drivers.
