CREWE (England): Bentley Motors has adopted a new "Bentley Wings" emblem – the first step of a design and brand revolution at the British motoring icon.
The new ‘Winged B’ is just the fifth iteration in Bentley’s 106 year history and will be previewed with the reveal of a future vision concept car on July 8, coinciding with the opening of a new Design Studio at its headquarters in Crewe, England.
The original ‘Winged B’ design was created by F. Gordon Crosby in 1919.
Bentley said the new emblem is symbolic of an exciting future for Bentley.
The design of the new Winged B was led by Robin Page and supported by a small and dedicated internal team.
The new emblem was initially a competition run that allowed the entire design team to submit concepts and sketches.
Bentley emblem evolution from original by Crosby in 1919 (bottom) to the new 2015 emblem.
The final concept was chosen from a proposal by Young Nam, a member of the Interior Design team, and that artwork was then developed and detailed into the final version.
The new emblem captured some of the beautiful details from the previous designs, among them the diamond pattern of the inner wings and the B "centre jewel" but sculpted into a more modern and progressive design.
The new wings are made sharper and more dramatic than before and reminiscent of the angled wings of a Peregrine Falcon than the out-going softer design.
The lower feathers underneath the B have been removed entirely for a visually-cleaner shape.
Page said the new emblem was the fourth evolution of the iconic Winged B after more than a century.
"If a luxury brand is the product of the stories it has created, then its emblem is its signature," he said.
"The new Winged B – and the concept car that introduces it – both symbolise a powerful, exciting future for this company and its exceptional, handcrafted products," he added.
