Bentley has revealed a new logo, the fifth in the brand’s 106-year history.

The logo was designed in-house, proposed by Young Nam, a member of the interior design team, then curated by Robin Page, director of design.

The design features sharper wings, with Bentley likening them to those of a peregrine falcon, and new details on the ‘B’ element, with a bevelled glass edge and chamfered metal surround intended to mirror the design of a luxury watch.

Page said: “If a luxury brand is the product of the stories it has created, then its emblem is its signature.

“In more than a century of history, this is only the fourth evolution of Bentley’s iconic Winged B, and redesigning it was a formidable task for which we’ve taken great care.”

The logo builds on the ‘Winged B’ design first created in 1919 by F. Gordon Crosby, which used wings to represent motion, and reference the company’s founder, W.O Bentley, who designed engines for fighter planes in the First World War.

Each wing had a different number of feathers, to represent uniqueness, and prevent copying.

The logo was redesigned in 1931, when Rolls-Royce acquired Bentley, with the wings each given 10 straight feathers each, and the ‘B’ placed in a simpler black oval.

This logo was used until 1996, when the ‘B’ was revised to a design closer to the original, and the wings were given increased curvature.

In 1998, Volkswagen Group purchased Bentley, bringing back the asymmetric wings in preparation for the launch of the Continental GT in 2002, the car that took annual Bentley production from 1,000 to 10,000.

The new logo will be showcased at the opening of Bentley’s new design studio at its headquarters in Crewe on 7th July.

Page said: “In an era of ever-increasing complexity and fidelity from digitalisation, an exercise of simplification and refinement is a modern necessity – and so the new emblem is cleaner, sharper and more impactful than its predecessor.

“The new Winged B – and the concept car that introduces it – both symbolise a powerful, exciting future for this company and its exceptional, handcrafted products.”

The studio was built within a factory building that was built in 1938.

On 8th July, Bentley will reveal the first model to feature the new logo.