Last year, luxury brand Jaguar transmogrified its brand into an unrecognizable sans serif alter ego that was accompanied by an even more confusing marketing campaign. Consumers were not amused. Now Bentley has also introduced its own rebrand, but it’s a very different experience, one that denotes measured change, but also composure and confidence.
This is only the fifth time since 1919 that the Bentley logo has been altered. The original design, modeled after the wings of a peregrine falcon, was modestly updated in 1931, the 1990s, and 2002. In the 2025 iteration, the wing feathers have been transformed into dramatic diamond patterns. The B at the center of the design has been reimagined so that it can stand alone, much like the center jewel of a watch. Overall, the design is less ornate and more badge-like.
The redesign was handled inhouse and was scheduled to herald the reveal of a new Bentley concept car that is not currently scheduled for production as well as fully electric vehicles that will be available next year.
