Analysis of recent luxury car logo redesigns reveals contrasting approaches: Bentley’s thoughtful evolution of its Winged B emblem maintains heritage whilst embracing modernity, while Jaguar’s radical rebrand abandons iconic visual cues in favour of a complete reset. I examine why respectful modernisation trumps revolutionary change in automotive branding.

For car design geeks and brand enthusiasts there’s a certain thrill when a legendary carmaker unveils a new logo. It’s a statement of intent, a signal that the brand is moving forward, but also a test of how well it can balance progress with heritage. Recent months have given us a masterclass in how to get it right (Bentley) and how to get it… well, not so right (Jaguar).

Bentley: An Evolution, Not Revolution

Bentley’s new ‘Winged B’ emblem is a study in respectful modernisation. For only the fifth time in more than a century, the Crewe-based marque has refreshed its badge, making it sharper, more dramatic, and inspired by the angular wings of a Peregrine Falcon. Gone are the lower feathers, replaced by a cleaner silhouette and a central ‘B’ jewel that wouldn’t look out of place on a luxury watch. Yet, crucially, the badge is still unmistakably Bentley: the wings, the oval, the ‘B’ all present and correct, just reimagined for a new era.

This is the art of brand evolution. Bentley’s designers have managed to make the logo feel fresh and progressive without losing the emotional resonance that comes from over a century of motoring history. The new emblem is versatile enough for digital and physical use, but it’s still rooted in the DNA that made Bentley a byword for British luxury.

Jaguar: A Leap Too Far?

Jaguar, on the other hand, has taken a very different route. In a bold bid to reposition itself as a high-end electric luxury brand, it has dropped the iconic ‘growler’ face from its grilles and introduced a new suite of logos: a stylised, angular ‘leaper’, a circular monogram, and a modernist typeface mixing upper and lowercase letters. The new look is crisp and contemporary, but it’s also a radical departure from the brand’s visual legacy.

This rebrand is all about a reset – Jaguar wants to shed its past and create a new identity for a new era. But in doing so, it’s lost much of what made the marque instantly recognisable. The leaping cat and the ‘growler’ weren’t just logos; they were symbols of British motoring pride, aspiration, and a certain feline elegance. The new branding, while technically accomplished, has left many loyalists cold and confused.

The Perils of Ditching Heritage

Bentley’s approach shows the power of evolution over revolution. By retaining core visual cues and subtly modernising them, the brand keeps its history alive while signalling progress. Jaguar, by contrast, has opted for a clean break, a move that may appeal to some, but risks alienating those who loved what the brand stood for.

There’s a lesson here for any established marque: logos are more than just graphics. They’re emotional touchstones, repositories of memory and meaning. Change them too much, and you risk severing the connection with your most passionate supporters.

As the car industry races towards an electric future, expect more badges to be flattened, simplified, and digitised. See also Renault in recent months. But if Bentley’s new wings are anything to go by, the best brands will find a way to fly forward without forgetting where they came from. Jaguar, for now, might be left chasing its own tail.