Bentley Unveils New Logo Inspired by Nature and Luxury Watches
In a recent interview with Autocar, Bentley’s design director, Stefan Page, discussed the inspiration behind the luxury car manufacturer’s new logo. Page described the logo as “quite soft,” comparing it to the soft feathers of an owl. He explained that the design was also influenced by the peregrine falcon, known for its sharp and edgy wing profile. By removing the tail feathers, the logo was given a sense of speed and agility, while also simplifying the overall design.
Page went on to mention that he drew inspiration from luxury watches when refreshing the look of the central B element of the logo. He emphasized the importance of the logo being versatile enough to be used on its own, without the feathers attached, for clear visibility on digital platforms.
When asked about the implications of the new logo on Bentley’s future designs, Page highlighted the evolution of the company’s emblem over the years. He noted that the new logo aligns with Bentley’s modern design language, which includes sharper diamond shapes, triangles, and dynamic illuminations.
The original Bentley logo, created in 1919 by F. Gordon Crosby, was intended to symbolize WO Bentley’s commitment to pushing the boundaries of performance. The emblem, featuring a pair of wings, was meant to capture the essence of motion and speed. The asymmetrical design of the wings, with a varying number of feathers, was a deliberate choice to deter imitation and protect the brand’s identity.
This new logo represents Bentley’s forward-thinking approach to design and innovation, while also paying homage to its rich heritage and legacy in the automotive industry. As Bentley continues to evolve and adapt to changing trends, this new logo serves as a symbol of the brand’s commitment to excellence and luxury.
