New design era at Bentley

Bentley unveils a new brand logoWith the new logo, Bentley is breaking new ground in terms of design and giving the logo – the winged “B” with clear lines and an angular design language – a contemporary design. The wings now have a more dynamic shape, inspired by the flight of a peregrine falcon. The company has designed the symbol as a three-dimensional gemstone with a multifaceted cut and a fine metal frame. The designer team has deliberately omitted the fine lower feathers. However, the iconic “B” remains the focal point. The new logo works both in combination with the classic wings and as a stand-alone trademark.New design studio in CreweAnother step towards the future is the new design studio in Crewe. Around 50 designers will work there under one roof and with roughly twice as much space as before. “We are currently experiencing the biggest design revolution in Bentley’s history,” said CEO Frank-Steffen Walliser. “A shared space creates new opportunities to shape our future through design.” The new studio is part of the extensive investment in the so-called Dream Factory. In addition to a state-of-the-art paint shop and an assembly line for battery-electric vehicles, Bentley is focusing on sustainable development and restoring existing buildings instead of building new ones.The first electric BentleyBentley’s EXP 15 concept car presents a tangible vision of the brand’s electric future. The study shows how the company envisions a modern luxury grand tourer. It combines classic Bentley features with contemporary technology. The proportions are reminiscent of models from the 1930s: a long hood, the driver’s area set far back, and a striking, upright radiator grille. The vehicle has a three-seater layout – this means a driver’s seat, a rear seat bench, and a front passenger seat that can be electrically adjusted and swiveled. The right-hand side of the vehicle is equipped with two doors that open in opposite directions, while there is only one door on the left. The focus is on the new “Magical Fusion” operating concept, which allows digital content to be shown or hidden as required. For instance, the dashboard can be transformed from a digital interface into a wooden surface at the touch of a button.