Bentley prepares ‘brand revolution’ with new Wings emblem

Bentley has revealed its new Bentley Wings emblem in the first step of a ‘brand revolution’.

It’s only the fifth time in Bentley’s 106 year history that the logo has been redesigned and it could hint at the early planning stages of a new corporate identity rollout for dealerships further down the line.

As a minimum, Bentley dealerships will be looking at a future redesign for showroom branding, totems, websites and marketing.

The reveal of the new logo coincides with a new concept car due to be revealed on July 8, as well as the opening of a new design studio headquarters in Crewe.

The new concept vehicle is expected to preview a new electric model.

It could be a first look at a forthcoming urban SUV, which is scheduled for a 2026 release.

This model, designed, developed and to be produced at its headquarters in Crewe, will be the first of a new PHEV or BEV model to be launched every year over the next decade.

Bentley is still looking to launch new EVs, but postponed its full transition to an all-electric lineup by five years to 2035. This was due to balancing demand from its client base for EVs.

Bentley said it will continue offering petrol/electric hybrid models until at least 2035, with a new model slated for production at its Crewe factory from 2025 to 2036.