Bentley Unveils New Winged B Emblem – A Bold Era of Luxury and Legacy Begins

For the first time in over two decades, Bentley Motors has revealed a striking redesign of its most enduring symbol – the Winged B. Sleek, sharper and unmistakably modern, the new emblem marks the beginning of a bold new era for the British marque, aligning heritage with a visionary future.

Unveiled ahead of a highly anticipated concept car reveal this July, the fresh iteration of Bentley’s iconic badge is the fifth in its 106-year history – and perhaps the most meaningful yet. As the brand prepares to redefine luxury in the electric age, the Winged B has been meticulously refined to reflect a new design philosophy: purposeful, progressive, and unapologetically elegant.

A Century of Craftsmanship, Reimagined

First created in 1919 by motoring artist F. Gordon Crosby, the Winged B has long been a symbol of prestige, craftsmanship and speed. With its roots in early aviation and performance engineering, it has adorned every Bentley model from the early Speed Six to today’s Continental GT.

This latest version, however, signals more than a design refresh. Developed entirely in-house by Bentley’s Director of Design, Robin Page, and his newly assembled team, the emblem has been reimagined for a new generation of luxury consumers – those who value innovation as much as heritage.

“Luxury brands are defined by their emblems – it’s their signature,” Page explains. “This is an exercise in simplification and refinement. Cleaner, sharper, and more impactful.”

The result is a bolder, more sculptural design. The signature diamond-shaped wings remain, but the lower feather details have been removed for a cleaner silhouette. The inner wing pattern has been sharpened to echo the aerodynamic precision of a falcon’s wings mid-flight. At the centre, the iconic ‘B’ is now presented like a gemstone – jewel-cut, elevated, and encased in a high-polish bevelled frame.

A Reveal Worthy of a Legacy

The new Winged B will make its official debut on 7 July at Bentley’s newly restored Design Studio in Crewe – a three-storey, glass-fronted space built within the original 1930s factory buildings. The following day, Bentley will unveil a visionary new concept car bearing the emblem, offering a glimpse into the design language set to define its future models.

Though the concept car itself won’t enter production, the visual cues – and the emblem it wears – will inform every new Bentley that follows.

This moment also coincides with Bentley’s ambitious Beyond100 strategy: a commitment to become an all-electric luxury brand by 2030, while staying rooted in its coachbuilt craftsmanship and British design legacy.

A Timeless Symbol for the Future

Over the years, the Winged B has evolved only four times. From its original 1931 art deco lines to the curved embellishments introduced in the 1990s, and the asymmetric wings of the 2002 Continental GT – each redesign has captured the spirit of its era. Now, in 2025, Bentley’s fifth Winged B is its most refined yet – an emblem for the electric age that still pays homage to the brand’s storied past.

And with this reveal, Bentley isn’t just updating a badge. It’s sending a clear message: the future of luxury lies in heritage redefined.

What This Means for Bentley Enthusiasts

• Expect to see the new Winged B rolled out across upcoming production models in the next phase of Bentley’s evolution.

• The Crewe Design Studio will serve as the creative engine behind future concept models and design innovation.

• The concept car unveiled in July will offer collectors and connoisseurs a first look at what the next chapter of Bentley design will entail.

  
  

As Bentley prepares to unveil its most forward-thinking concept to date, the new Winged B stands as a powerful reminder: true luxury evolves, but it never forgets its roots.