Timeless provenance with Bentley’s brand identity

A new visual identity with untold heritage

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 brand 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 brand identity 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 branding design agency in London cutilised a heartflet creative strategy to bring this iconic British brand story to life.
A marque of excellence: Not just an automotive logo but a mark of authenticity and quality, we redesigned Bentley's brand identity to become a covetable status symbol.
Prestige & presentation: Understanding the diverse applications of the new visual identity and suite of brand assets, as well as the significance of the brand’s motoring heritage was key to our brand identity system.

A icon of motoring history, reborn

As part of our brand transformation design, we had the opportunity to reimagine the brand's wordmark and typography, re-invigorating them alongside their modernised brand logo. Again taking inspiration from the Bentley archive, we designed these brand communications tools to recapture the period of the brand's early motoring triumphs of the 1920s and early 1930s. We then took this reawakened brand 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 the Bentley visual identity system remains as we designed to this very day.

Quiet luxury: our branding design agency in London created a modern and sophisticated brand 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 brand identity design in the Queens’ state car.
Bentley's 'more-than a car showroom': We created a showcase for the brand to communicate their luxury credentials and assert their design ethos of Bentley as a Royal Warrant holder.

Talk to us about creative brand identity design

If you are looking for an expert brand design consultants in London to lead your brand transformation journey, let’s talk. You can also check out our latest branding design case studies on our branding work page, or take a look at our Wonder blog for thought provoking design insights and creative inspiration. Don’t forget to connect with us on LinkedIn today.

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