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Timeless provenance celebrated in Bentley’s visual identity design

Bentley
BentleyBrand CommunicationsAutomotiveLuxuryLondon

Objective: Mondernise Bentley's most iconic brand asset to solidify it as a coveted luxury status symbol.

There’s a story behind the Bentley winged ‘B’ brand motif that is known to only a few, and it was one we were eager to articulate when we won the creative commission to evolve this iconic luxury brand's visual identity design.

Revered around the world, we approached this rebrand like a sympathetic restoration of a listed building – purposefully renewing their visual identity design to its former glory, whilst imbuing it with a contemporary relevance. Bentley collectors had told us about the legend of the original logo's feathers - the very first and original badges had an uneven amount on each wing. This was a piece of provenance we felt a sense of duty to design back into our re-imagined brand logo, giving the new automotive branding design concept with a knowing spirit. Delving into the brand’s illustrious design archive, we retraced this iconic silhouette of the brand’s past – re-engineering this distinctive brand asset with sharper lines and depth of field, to emphasise its covetable status.

A British icon: Our automotive branding design utilised a heartfelt creative strategy to bring this iconic British brand story to life.
A new visual identity design with untold heritage.

Retelling a long-lost story: we retraced Bentley’s provenance to create a new visual identity design, that paid homage to their racing heritage.

A marque of excellence: Not just an automotive logo but a mark of authenticity and quality, we redesigned Bentley's visual identity to become a covetable status symbol.
Prestige & presentation: Understanding the diverse applications of the new visual identity design and suite of brand assets, as well as the significance of the brand’s motoring heritage was key.

A icon of motoring history, reborn

As part of our automotive branding design concept, we had the opportunity to reimagine the brand's wordmark and typography, re-invigorating them alongside their modernised logo. Again taking inspiration from the Bentley archive, we designed these brand assets to recapture the period of the brand's early motoring triumphs of the 1920s and early 1930s. We then took this reawakened visual identity design and displayed it in all its glory, at a special event in Buckingham Palace Gardens to celebrate Royal Warrant holders. Crafted with timeless provenance, Bentley's winged B visual identity design remains as we designed, to this very day.

Quiet luxury: our automotive branding design concept created a modern and sophisticated visual identity system for Bentley.
A Royal visit: For the Queen's Coronation Festival in the Buckingham Palace gardens, we designed an open-air pavilion which showcased the renewed visual identity design in the Queens’ state car.
By Royal Appointment: We created a showcase for the brand to communicate their luxury credentials and assert their design ethos of Bentley as a Royal Warrant holder.

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