Introduction

Bentley Brand Guidelines · Core Elements

1 Introduction 5 Typography
2 Logotype 6 Grids and layout
3 Colour Palette 7 Materials
4 Photography 8 Words
1 Bentley Brand
We have a unique story to tell
about the motoring experience so
let’s tell it well. Let’s elevate the
engineering passion, our authentic
story and bespoke motoring.
Let’s make it modern and relevant
to our customers. Think of this
document as both a source of
inspiration and your guide. Keep
it at your side. Make notes in it.
Remember, it is a living document
and the beginning of a consistent
brand experience for our
customers around the world.

1.1 Bentley Brand Guidelines

1.2 Brand Essence
1.3 Brand Values
1.4 Brand Language

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1.1 The Brand Bentley Brand Guidelines
These guidelines are a toolbox that
allows us to design in a consistent 1. Brand 2. Logotype 3. Colour Palette
manner from beginning to end. For
Bentley Brand Guidelines · Core Elements Bentley Brand Guidelines · Core Elements Bentley Brand Guidelines · Core Elements
this Brand Identity to work, it must
be applied consistently and with care. 1
2
3
Brand
Logotype
Colour Palette
4
5
6
Photography
Typography
Grids and layout
7
8
Materials
Words
1
2
3
Brand
Logotype
Colour Palette
4
5
6
Photography
Typography
Grids and layout
7
8
Materials
Words
1
2
3
Brand
Logotype
Colour Palette
4
5
6
Photography
Typography
Grids and layout
7
8
Materials
Words

In a way that maintains its authority

and protects its legal status, without
sacrificing creative flexibility.

A real Brand Identity is based on an

overall system approach, not just a
logo. The Bentley management team
fully endorses the principles behind
these identity guidelines, and the rules 4. Photography 5. Typography 6. Grids and layout
and advice contained herein.
Bentley Brand Guidelines · Core Elements Bentley Brand Guidelines · Core Elements Bentley Brand Guidelines · Core Elements

These eight chapters form the Core 1

2
Brand
Logotype
4
5
Photography
Typography
7
8
Materials
Words
1
2
Brand
Logotype
4
5
Photography
Typography
7
8
Materials
Words
1
2
Brand
Logotype
4
5
Photography
Typography
7
8
Materials
Words

Elements of the Bentley Brand. They 3 Colour Palette 6 Grids and layout 3 Colour Palette 6 Grids and layout 3 Colour Palette 6 Grids and layout

are guidelines that should always

be used in conjunction with the
Applications chapter, which comprises
of the precise examples of stationery,
advertising, printed material, etc.

7. Materials 8. Words
Bentley Brand Guidelines · Core Elements Bentley Brand Guidelines · Core Elements

1 Brand 4 Photography 7 Materials 1 Brand 4 Photography 7 Materials

2 Logotype 5 Typography 8 Words 2 Logotype 5 Typography 8 Words
3 Colour Palette 6 Grids and layout 3 Colour Palette 6 Grids and layout

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1.1 The Brand Brand Essence
The Brand Essence is the heart and soul
of the brand. It is the simple unifying and SUPREME POTENCY
inspiring idea, vision, mission or promise.
Along with three supporting Brand Values,
the Brand Essence creates a distinctive
entity for the Bentley Motors brand and
organisation.

Note: The three supporting Brand Values

(Supreme Potency, Spirited Authenticity and
Sensuous Refinement) have replaced the
five former brand pillars. See section 1.2 for
detailed information of each Brand Value.

“To build a Good Car, A Fast Car, “We start where

the Best in it’s Class.” others stop.”

The Pinnacle of British Motoring

“You graduate and mature to
appreciate the deeper
and higher values of Bentley.”

SPIRITED AUTHENTICIT Y SENSUOUS REFINEMENT

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1.2 The Brand Brand Values
The Bentley Brand and its Products are
uniquely dramatised through the “Fusion of
Extremes”. Delivered by three Brand Values,
it defines the core of the Bentley identity,
offering and appeal, elevating the Bentley
motoring experience beyond anything else
in the world. No other brand in the High
Luxury Sector can claim with authenticity
the levels of performance, quality and
refinement.

Supreme Potency Spirited Authenticity Sensuous Refinement

Supreme potency describes
Bentley’s attitude to performance.
It is embodied by our racing
heritage, demonstrated by our
world-renowned powertrains and
shown in our distinctive exterior
styling.
Spirited authenticity is built upon
the people and culture of Crewe.
It celebrates the skills that separate
us from other car brands and is
expressed by our use of authentic
materials and processes. It is also
the idea of ‘no compromises’.
Sensuous refinement refers to
the quality of materials we use
and how they elevate sensory
experiences. It highlights the
processes and time it takes to
achieve the powerful, yet elegant
look and feel of driving a Bentley.

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1.3 The Brand Brand Language
When we speak of Brand Language, we’re
referring to the overall look and feel that
sets us apart from other luxury brands –
the total perception. This includes visual
imagery, design style and written tone of
voice.
It’s strange to think that W.O. Bentley was initially racing in the 1920s and ignite our passion for competi-
opposed to racing at Le Mans – the race so closely in- tion. During the period from 1924 to 1930, we would
tertwined with the company’s fortunes. As he put it: achieve five Le Mans wins. The spirit of the adventur-

The Bentley brand language has evolved

“I think the whole thing is crazy. Cars aren’t designed
to stand that sort of strain for twenty-four hours.”
Nevertheless, back in 1923, under the inquisitive eye
of W.O. Bentley himself, two spirited and wealthy
racing aficionados, Frank Clement and John Duff,
crossed the English Channel to enter a single car in the
now famous race of Le Mans. Nobody was paying these
men to race: they did it out of a passion for driving and
the love of a challenge.
ous Bentley Boys, as they came to be known, was later
revived in 2003 when the British Racing Green Speed 8
thundered first past the Le Mans finish line to reassert
Bentley’s racing credentials.
This so-called ‘thirst for first’ in terms of record-
breaking speed, endurance, power, design, engineering
and craftsmanship is something that continues to guide
Bentley today. It is an attitude that may surprise some
people, but that’s only because we are often charting

to embrace a more contemporary feel

As the only British entrant on the rutted course, they
braved pouring rain, a hailstorm and repairs to finish
fourth. It was the start of an adventure that would estab-
lish Bentley and Britain at the forefront of global motor
new ground in the pursuit of high performance Grand
Touring driving. Little wonder, then, that many say
owning a Bentley today is like being part of a true
driver’s club.
To achieve exhilarating heights of performance, you FlexFuel capable Bentley W12 engine, the design team Design. “The bonnet vents add distinctive style and re-
need both courage and a healthy sense of curiosity. After concentrated on expressing the uncompromising perfor- move any hot air above the engine. The styling changes
the launch of the widely popular Bentley Continental mance focus of the car. also helped to increase downforce at the front, which we
GT Speed, the engineers and designers at Crewe started “The dramatic vertical front intakes create an aggres- balanced by adding a new rear lip spoiler with a 8mm
to wonder how they could make it even more engag- sive look attracting your eyes to the corners for a wider, raised rear edge for increased down force at the back.

whilst leveraging our heritage. For further

ing, even more extreme. While the engineering team lower stance whilst drawing in air to feed the charged And, remarkably, we achieved this without increasing
grappled with the challenges of creating a 621bhp, coolers behind,” says Raul Pires, Head of Exterior drag. This is the car the Continental was born to be.”

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information about the Bentley Brand Supreme Potency Supreme Potency Supreme Potency
Platform, please ask the Bentley Marketing
Team.

In the following chapters, you’ll see how we

will use core elements such as logotype,
colours, photography, typography, grid
Perched on the Cheshire Plain, just south of Manchester,
lies the town of Crewe, England. Population: 67,683 and
home of Bentley Motors since 1946. Behind the red
brick buildings of Pyms Lane lies an 80 acre site that
uniquely combines traditional craftsmanship with the
very latest manufacturing technology.
Here, more than 3,000 skilled individuals are busy
at work crafting cars for some of the world’s most dis-
cerning individuals. Walk around the facility and you
that sets Bentley apart: all operations are literally under
one roof. From concept and design through to engineer-
ing and manufacturing, it’s all undertaken at the Crewe
facility. Engineers, craftsmen and industrial designers
work together in a unique and seamless way that is There’s something about walnut that captures the create character. We also refuse to bleach our woods,
remarkable in today’s automotive industry. What’s imagination of many Bentley customers. Perhaps it’s preferring instead to use a veneering process that takes
more, many of these people have been with Bentley for that dense, tight grain and rich depth of colour. For up to two weeks for each car. The curing process alone
generations, ensuring that the Bentley touch is never many, it’s the stunning ‘mirror matching’ finish that takes three days, followed by painstaking sanding and
lost. That is why “Made in Crewe” truly does stand for

system and tone of voice. With the right

are immediately struck by the friendly and professional
atmosphere. But there’s something else going on here
appears after our craftspeople have spent weeks treat-
unparalleled quality and attention to detail – all in the ing the veneer leaves and then applying them to a car’s
quest to build the world’s most prestigious driver’s car. interior. Whatever the wood preference, our customers
can rest assured of two things: first, we scour the world
to find the very finest renewable materials; secondly, we
spend weeks preparing and applying them in just the
right manner.
In the case of walnut, we use California burr walnut
at the end of its productive life. Like all of our woods,
polishing to achieve a flawless finish on the leaves. Only
then can a final coat of wax be applied and buffed to
create that clear-glass shine.
Many of these processes originate from ancient cabinet-
making traditions. For example, our cross-banding is still
cut by hand and we are the only car maker to use ‘mirror
matching’ when applying veneer. This means that we
place successive leaves end-to-end to make a perfect,
symmetrical pattern down the centre line of the car.

mix, it can strengthen the emotional

we believe that certain imperfections are beautiful and The end result is an exquisite and unique look.

connection between the Bentley brand and

modern luxury consumers. Since the first Bentley burst to life in 1919, we have
introduced an evolving series of acclaimed and refined
motoring vehicles. Some are more extreme machines;
others more classic. Yet all have that sense of timeless,
refined style that sets us apart. Our design lineage also
with British motoring and the racetrack. Whether it’s
the Continental Supersports or the all-new Mulsanne,
their bloodlines are pure Bentley. Those classic British
proportions are unmistakable: a long bonnet, short front
overhang and long rear overhang. Whatever the era or
reflects a sporting tradition that’s closely intertwined model, design and style are at our core.

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Spirited Authenticity Spirited Authenticity Spirited Authenticity

In a Bentley, the senses are teased by the use of
contrasting materials. Mirror finished brightware is
artfully mixed with tactile knurling. Classic tones are
set off by daring luxury accent colours. These contrasts
are also used to help guide the driver – one touch to
controls. Let your fingers run over the soft leather, feel
the stitching. To bring out a richer leather smell on the
new Bentley Mulsanne, we even reverted to a traditional
tanning process. We encourage you to relish the added
sensuous refinement and comfort of the new Bentley
Mulsanne. Wriggle your feet into the thicker piling
of the carpets. Look for the familiar, but be prepared
to be surprised with new innovations. It’s all there
to help you enjoy the definitive Bentley experience.

Move up close to the new Bentley Mulsanne and you’ll

Throughout time, special individuals have always made
special demands. Especially when it comes to their mode
of transport. Often, these demands are quite challenging
to execute and involve a diverse range of materials and
disciplines. In other words, just the sort of challenge
that our specialist commissioning department, Bentley
Mulliner, thrives on.
It starts with an exciting idea – yours. From there, the
commissioning journey may involve everything from a
built-in safe, a veneer from your own tree or upholstery
matched to your favourite colour. Whatever the require-
ments, the people at Mulliner believe there is always
room for a bespoke touch.
Our bespoke story begins nearly 250 years ago in 1760,
when Arthur Mulliner founded his carriage-building
business in the 18th-century in Northampton, England
to create carriages for wealthy clientele. This was in the
midst of a rich period of British cultural history, with
such well-known individuals as Thomas Chippendale,
Josiah Wedgwood and renowned architect Robert Adam
all catering to an increasingly affluent clientele.
With the rise of the “horseless carriage,” it was only
natural for Mulliner to transfer their bespoke skills to the
car. In 1924, for example, Mulliner customised a car for
Bentley’s first appearance at the Olympia Show in London.
Over time, Mulliner bodies became the preferred choice
recognise a familiar face, yet something is different. The
large round headlamps are set closer to the grille while
the running lights are staggered, echoing the configu-
ration favoured on our 8 Litre car of 1930. “To achieve
this look, we spent a lot of time studying iconic Bentleys
over time – the Bentley 8 Litre, Flying Spur of the 1950s,
Brooklands, Azure and Arnage were all touch points,”
says Chief Exterior Designer Raul Pires. “We wanted a
more sporting and distinctive Bentley look.” At the same
time, the aim was to provide drivers with the best road
vision available. The characteristic bluish toned light
from the new Xenon headlamps provide 70 per cent
for discerning individuals. The attention to detail and more output than conventional halogen headlamps and
superior craftsmanship became legendary. Incorporated last five times longer.
into Bentley in 1959 and still active today, Mulliner is
arguably one of the last bastions of coachbuilding in the
21st-century. Here, Bentley continues to cherish the
proud tradition of handcrafted excellence, passed down
over generations.
Take a tour of our Crewe facility and you’ll find
coachbuilders working alongside electronics specialists,
paint experts and cabinetmakers. Coppersmiths along-
side trim specialists. All are world-class craftspeople
working towards the realisation of the personal vision of
our customers.

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Sensuous Refinement Sensuous Refinement Sensuous Refinement

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