The original ‘Winged B’ design was created by F. Gordon Crosby in 1919. Developments followed in 1931, the 1990s and 2002, but the new 2025 design is the biggest change to the instantly-recognizable mark in more than a century of history.

Created in-house by Bentley’s own design team under the watchful eye of Director of Design Robin Page, the new Winged B is the first step of the next chapter for the Bentley brand and its DNA.

The mission in designing the new emblem was to capture some of the beautiful details from the previous designs—for example, the diamond pattern of the inner wings and the B ‘center jewel’—but create a more modern and progressive design.

The shape of the new wings themselves is sharper and more dramatic than the outgoing version, more reminiscent of the angled wings of a Peregrine Falcon than the previous softer shapes. The lower feathers underneath the B have been removed entirely, for a visually-cleaner shape.

The center of the wings retains the B center jewel, but redesigned in such a way that the device can stand alone and be used as a graphic without the wings. The jewel has been redesigned to capture the high-quality details seen in luxury watch design, including a beveled glass edge and chamfered metal surround, with a 3D depth of the “B” below the surface.

Bentley’s 2025 Winged B will have two debuts next week. First, it will be officially unveiled at Bentley’s campus in Crewe, England, as part of the opening of Bentley’s new, state-of-the-art Design Studio. This three-story development has been created within the original headquarters building of the factory, first built in 1938. Then, the new concept car will be revealed, as the first Bentley model to wear the new wings.