In the roaring 20s, the ‘Bentley Boys’ ruled supreme in the post-war pursuit of motor-racing glory both at home and aboard, but most famously at the Le Mans 24-hour race. Fast-forward 100 years, William Medcalf and his team at Vintage Bentley continue to keep these beautiful machines alive and doing what they were built to do – race and win, all in the true spirit of the original Bentley Boys.
We worked with Vintage Bentley to develop a holistic brand identity that would bring together the three arms of their business: restoration and rally preparation, sales and engineering. We introduced two new marques, the primary ‘corporate’ marque and the secondary ‘racing’ marque for use in both formal and informal scenarios, from corporate letterheads through to Bentley Boys workshop overalls.
We delivered a full brand identity guideline covering application across print, digital, exterior signage, livery, advertising and uniforms. We also developed a Bentley Boy lifestyle range, including designs for clothing ranges, rally merchandise, toolkits and ‘enthusiasts essentials’. The result is a sophisticated, world-class, holistic brand identity that embodies the spirit of the original Bentley Boys, that will stand the test of time, much like Vintage Bentley’s beautifully restored vehicles.