Bentley unwraps new badge
New badge marks only the fifth time the famous Bentley emblem has been revised in 106 yearsLuxury brand Bentley has revealed a new version of its trademark winged B emblem that will be used on all future production cars, including an all-new EV that will make its debut in 2026.
Created to be both sharper and more minimalist than the logo it supersedes, the new badge draws inspiration from both luxury watches and birds of prey.
The Volkswagen-owned British car-maker says that the fresh logo is the “first step of a design and brand revolution at the British marque” and “symbolic of an exciting future”.
Following its launch, the reworked badge will next reappear on July 8 on an all-new radical concept for an urban SUV that has been created to sit below the Bentayga, although its main purpose will be to introduce Bentley’s next design language.
Even though it will be a high-riding SUV, Bentley says the new concept will draw inspiration from iconic Bentleys of the past.
Designed under Bentley’s latest design boss, Robin Page, who joined the luxury brand from Volvo back in 2023 and replaced Andreas Mindt, who headed to VW, the new badge is only the fifth time the winged emblem has been overhauled in the firm’s 106-year history.
It’s thought the badge’s sharper look will reflect the new range of more striking Bentleys.
The original Bentley logo was designed back in 1919 by automotive illustrator Gordon Crosby.
The last time the car-maker’s badge was upgraded was back in 2002 to coincide with the brand’s new Volkswagen ownership, with the badge first appearing on the Continental GT coupe.
Timed to arrive with yet another big transformative phase of the brand, the biggest change of the new badge is the removal of the lower tailfeathers.
Speaking of feathers, the reason for the wings was originally claimed to not only represent the “exhilaration of motion” but was also a nod to W.O Bentley’s background as a designer of fighter plane engines.
Bentley will reveal more about its future on July 8, following the unwrapping of its new urban EV concept.
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