Bentley has revised its distinctive emblem (and it's an impressive transformation)
In a significant move, luxury car manufacturer Bentley has unveiled its newly redesigned logo, marking the fifth iteration in the brand's 106-year history. This fresh emblem, inspired by the angled wings of the Peregrine Falcon, promises to herald a new era of design language for the iconic marque.
The redesign process began with an internal competition within Bentley's design team. The winning concept, featuring sharper, more triangular wings, was submitted by Young Nam, an interior designer. The team then refined this idea under the direction of Robin Page, Bentley’s design director since 2023.
Key design highlights of the new logo include wings that resemble the dynamic angles of Peregrine Falcon wings, shifting from feather-like details to a crystal-inspired diamond motif. The "B" center jewel has a thicker, beveled glass edge and chamfered metal surround, allowing the "B" to be used independently from the wings. The logo also boasts a modernised three-dimensional effect, allowing it to be illuminated and animated.
Robin Page, in a statement, acknowledged the formidable task of redesigning the logo, emphasising the care taken in the process. He believes that simplification and refinement are modern necessities in logo design. The new logo is cleaner, sharper, and more impactful than its predecessor, while retaining a sense of storied history.
The new Bentley logo will make its debut on a new concept car set to be revealed on 8 July. Bentley joins other luxury car brands in rebranding in recent years, with the rebrands from these brands typically of a subtle variety, updating existing assets with modernism.
Rolls-Royce is an example of a luxury car brand that has successfully undergone a subtle rebrand. The new Bentley logo, with its updated wings that are sharper and more dramatic, follows a similar path, blending tradition with a forward-thinking, luxury aesthetic.
The logo will be recognised not only on car bonnets but also on iPhone screens, reflecting Bentley's commitment to maintaining its presence in the digital age. The new logo design is reminiscent of the angled wings of a Peregrine Falcon, symbolising speed, agility, and precision - qualities that Bentley as a brand has long embodied.
The development of the new Bentley logo was supported by a small and dedicated internal team. With the opening of Bentley’s new three-story design studio at the Crewe headquarters, the brand is set to continue pushing the boundaries of luxury design in the years to come.
- Young Nam, an interior designer, was the winner of an internal competition within Bentley's design team, submitting the concept for the new logo with sharper, triangular wings that resemble the dynamic angles of a Peregrine Falcon.
- Robin Page, Bentley’s design director since 2023, led the team in refining Young Nam's idea for the redesigned logo.
- The new Bentley logo features wings that shift from feather-like details to a crystal-inspired diamond motif, a "B" center jewel with a thicker, beveled glass edge and chamfered metal surround, and a modernised three-dimensional effect for illumination and animation.
- The new Bentley logo reflects a blend of tradition and a forward-thinking, luxury aesthetic, similar to the rebrands of other luxury car brands like Rolls-Royce.
- The new logo design is not only for car bonnets but also for digital platforms, such as iPhone screens, showcasing Bentley's commitment to staying relevant in the digital age.
- The new Bentley logo, symbolizing speed, agility, and precision, will make its debut on a new concept car set to be revealed on 8 July.
- With the opening of Bentley’s new three-story design studio at the Crewe headquarters, the brand is poised to continue pushing the boundaries of luxury design in the years to come.
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