Originally Posted by JB-the-Hunter
Bucky and The Winter Soldier are essentially two different characters. In TFA Bucky was nothing more than a simple soldier, so he had no reason to wear a mask. As the Winter Soldier, he's special. He's a secret weapon and somewhat of a symbol. Also, I think some kind of mask is likely since he's not supposed to be instantly recognizable as Bucky.
Who's gonna recognize him, other than Cap? And Cap was presumed dead for the 70+ years that WS was in operation.
Bucky was presumed dead. It's possible that whoever "inherited" Winter Soldier has no idea themselves of his true identity. He's just a long-haired guy with a bionic arm and he never misses a shot. They pull him out of ice every few years to go off somebody, then throw him back into the fridge. He's not gonna be recognizable to anybody except Cap and maybe Zola.