It’s official— Burberry has redesigned its brand identity for the first time in 20 years.
The new logo flaunts stark capital letters spelling ‘Burberry London England’, replacing the previous softer, rounder font.
The new monogram features an interlocked ‘TB’ print that pays homage to the brand’s founder, Thomas Burberry, across a honey and classic Burberry beige background.
The reaction has been mixed— with a collective response emerging as one that cites the rebrand to be more modern than the previous one.
The new logo and monogram have been designed as a creative collaboration between Tisci and iconic graphic designer and art director Peter Saville, best known for his iconic album cover designs including the artwork for Joy Division’s 1979 album Unknown Pleasures, and more recently, his rework on the Calvin Klein logo under Raf Simons.
Saville was asked to produce the Burberry redesign within a period of four weeks.
“The new logotype is a complete step-change, an identity that taps into the heritage of the company in a way that suggests the twenty-first-century cultural coordinates of what Burberry could be,” Saville said.
The new logo features a sans serif font which replaces the Burberry Equestrian Knight logo with its bespoke Bodoni font, being used by the brand since 1901.
The new TB monogram will appear both on its own as well as a repeating pattern. Tessellated, the interlinked T and B monogram echoes the brand’s famous nova check.
Unveiled by Tisci on his personal Instagram handle, the new visual identity will feature across all of Burberry’s channels and in its advertising campaigns.
“Peter is one of our generation’s greatest design geniuses. I’m so happy to have collaborated together to reimagine the new visual language for the House,” Tisci said in a statement.
The visual identity rebrand comes five months after Tisci took the creative reigns at Burberry, replacing Christopher Bailey. The Italian designer is all set to make his directorial debut for the brand during London Fashion Week Spring/Summer 2019 on Monday, 17th September 2018.
Saville co-founded independent music label Factory Records where he remains artistic director to this day.
The rebrand follows in the wake of many luxury players including Dior, Fendi and Gucci, cashing in on the ever-growing monogram craze to capture the emerging markets of the millennial and Gen Z consumer base.