Why Bentley Just Changed Its Iconic Logo After 106 Years

Bentley Motors is entering a bold new chapter, starting with a dramatic refresh of its iconic “Winged B” emblem. This marks only the fifth time the British luxury brand has reimagined its logo in 106 years. Set to be previewed on July 8, the redesigned badge signals more than just a visual update—it marks the beginning of a complete design evolution for the brand.

The latest version of the Winged B is the most significant redesign since the original was created by F. Gordon Crosby in 1919. Changes were made in 1931, then in the 1990s and again in 2002. However, this 2025 version is not just an update—it is a transformation. Developed by Bentley’s in-house design team under the guidance of Director of Design Robin Page, the emblem reflects a new vision that blends heritage with modern creativity. The design is confident, clean, and carefully thought out—clearly setting the tone for what is coming next.

Bentley gave us our first glimpse of the new emblem on the front end of a future vision concept car, which will be fully revealed on July 8. While the concept is not meant for production, it serves as a visual preview of where Bentley’s design language is heading. According to the team, this concept will take inspiration from one of Bentley’s most iconic models of the past, aiming to bridge tradition with innovation.

The launch of this emblem also coincides with the grand opening of a new Design Studio at the Bentley headquarters in Crewe, England. This space will serve as the creative hub for the design team as they move forward with reimagining Bentley’s entire product lineup.

So as we wait for the July 8 reveal, it is clear that Bentley is not just refreshing its look—it is laying the groundwork for an entirely new era. And if this emblem is any indication, the future is looking both refined and progressive.