Originally published in Interiors & Sources

05/14/2013

Bentley Reveals New Company Identity

Bentley has revealed a comprehensive new branding strategy that reflects the company’s return to its original name.

 
Bentley Reveals New Company Identity

Bentley, formerly known as Bentley Prince Street, has revealed a comprehensive new branding strategy that reflects the company’s return to its original name and celebrates its heritage as a Los Angeles-based manufacturer.

“Bentley’s new visual identity reflects the enduring and timeless characteristics for which the Bentley brand is known, while also incorporating elements of craftsmanship and innovation,” says Ralph Grogan, who was named president and CEO earlier this year.

The new branding elements will be formally introduced at NeoCon, held from June 10-12 in Chicago. The branding elements will be supported by an advertising campaign that features photography of iconic Los Angeles architecture. The company’s new showrooms in Chicago—a 3,500-square-foot showroom located at the Kinzie Design Center and a 950-square-foot showroom in the Merchandise Mart—have been redesigned to mirror the brand shift. Propp & Guerin, a leading graphics firm in San Francisco, provided the artistic direction for Bentley’s new visual identity.

According to Grogan, the entire branding process was powered by the strength of the Bentley heritage.

“I think it is a tribute to the enduring culture of the Bentley brand that most of the leadership team here today were part of Bentley at some point in the past, and now they have returned to help restore this company to its position as an entrepreneurial enterprise and design leader,” he says. “People want to be a part of this.”

 

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