Bentley Motors will soon be flying new wings on the front of its cars.

The British luxury automaker has revealed a new “Winged B” emblem design, which is just the fifth iteration of the Bentley Wings in the automaker’s 106-year history.

The automaker said this new logo will appear on a concept car it will reveal on July 8, which coincides with the opening of the company’s new design studio at its headquarters in Crewe, England.

The new emblem is described as the first step of a design and brand revolution.

The original “Winged B” design was created by F. Gordon Crosby in 1919. Other iterations came in 1931, the 1990s and in 2002.

Bentley called the 2025 update the biggest change to the emblem in a century of designs.

How it was designed

The new emblem was designed entirely in-house, under the supervision of the automaker’s director of design, Robin Page.

Bentley opened up a new “Winged B” design competition to its entire design team, inviting them to submit concepts and sketches.

The final design was submitted by a member of the interior design team, Young Nam, and that concept was developed into the final version.

“If a luxury brand is the product of the stories it has created, then its emblem is its signature,” said Page in a new release. “In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B, and redesigning it was a formidable task for which we’ve taken great care. In an era of ever-increasing complexity and fidelity from digitization, an exercise of simplification and refinement is a modern necessity – and so the new emblem is cleaner, sharper and more impactful than its predecessor. The new Winged B – and the concept car that introduces it – both symbolize a powerful, exciting future for this company and its exceptional, handcrafted products.”

The upcoming concept car that will introduce this new emblem is said to give a hint of Bentley’s future design direction.

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