Bentley has updated its emblem for the fifth time since its foundation in 1919, and without breaking the tradition of 106 years of brand tradition, it still manages to be the most radical redesign in the history of the company. A Jaguar -style brand change is not.
The “Bentley Wings” logo of the British car manufacturer presents a winged monogram of a white B (for the last name of the founder Walter Owen Bentley) that is inside a black oval. It was originally designed by the British automotive illustrator F. Gordon Crosby. The updates were made in 1931, the 1990s and 2002, according to the company, but the changes were small and subtle. An adjustment in the wings angle here changes to the decorative elements in the metal seal there, but the form has remained the same. The last redesign of the company of its Winged “B” logo still maintains most of the basic elements in place, but it is the most elegant and minimalist version so far.
Internally designed by a creative team led by Bentley director of Design Robin Page and based on a concept of Young Nam, a member of the company’s interior design team, the new wings have been remodeled and abstracted, with the feathers turned into a radio diamond design. The B brand, which Bentley calls the “central jewel” of the emblem, was redesigned to be able to stand only as a brand without wings, and the feathers under it were eliminated to look cleaner. The details, like a beveled glass edge, were inspired by the design of luxury watches.
Look at the evolution of the Bentley logo and, as a transformer or Animorphs Book cover, slowly change a picture at the same time, from the bird to the machine, since the wings go from soft to sharp. Bentley says that his new form was inspired by the angled wings of a pilgrim hawk, but there is also more high technology.
“The mission in the design of the new emblem was to capture some of the beautiful details of the previous designs, for example, the diamond pattern of the internal wings and the jewel of the center of B, but create a more modern and progressive design,” the company said in a statement.
His attempt at a modern and progressive brand change contrasts with Jaguar, who removed his Jaguar logo last year for a controversial All-Lowcase Sans-Serif logo. Instead of building the legacy and assets of the brand as Bentley did, Jaguar began from scratch, and until now, it was not worth it, as Production and sales have fallen.
Even so, those renowned for both British luxury car manufacturers are signs of a larger change as companies adapt to a future that is more electric. There is a trend throughout the industry towards lighter, round and simpler logos. While car logos once resembled the physical badge badges, brands such as Audi, Toyota and Volkswagen have flattened in recent years and get rid of their logos.
For Bentley, the brand change indicates a new era. The company plans debut your first completely electric vehicle next year and promised a new product line to come. Next Tuesday, he will present a conceptual car still under control and a new design study at its headquarters at Crewe, England.
Reimaging an inherited brand for the future can be a challenge, but Bentley’s finished product offers in the mission that was proposed to achieve. Without destroying the central visual elements of their long -term brand, designers found a way to make heritage look modern and new.
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