Designers, Fans Respond To Burberry’s New Logo In 20 Years Plus Vintage Monogram
By Yoon Sann Wong, 03 Aug 2018
Left: Original 1901 Burberry logo via Wikipedia. Right: New 2018 Burberry logo via Burberry
Yesterday, Burberry and its Chief Creative Officer Riccardo Tisci unveiled the British luxury brand’s new logo design, its first in nearly 20 years, alongside a vintage monogram that pays homage to the brand’s founder Thomas Burberry.
The visuals were designed in partnership with British art director Peter Saville, who redesigned the Calvin Klein logo together with Belgian fashion designer Raf Simons last year.
This 2018 version that sees the words “Burberry London England” in capital letters has come a long way from the brand’s initial “Equestrian Knight” logo, shown above on the left, that was designed in 1901 and trademarked in 1909.
This original, which became one of the most iconic emblems in fashion, symbolizes pride and splendor through the equestrian visual, while the shield represents protection. The Latin word “Prorsum” translates to “forward.”
Burberry last updated its logo in 1999, when the brand did away with the letter ‘S’ from its name, thereby becoming ‘Burberry’ and eventually took on a smoother, rounder font, shown below.
As for the monogram, it sees its founder’s “TB” initials repeatedly intertwined across a honeyed background.
The designs were inspired by Burberry’s archives, as revealed in a series of email exchanges between Saville and Tisci that were shared by the brand on its official Instagram account.
While some have praised the new logo for its simplicity, others have expressed their disappoint at the blandness of the bare visual, which seems to be déjà vu of Calvin Klein and Balenciaga’s logo redesigns.
On Twitter, creatives and fans responded to the changes, some going so far as to making references to Burberry’s burning of US$36.5 million worth of its goods to “protect” its brand. Others poked fun at the inclusion of “London England” that is out to save people from confusion with another London—somewhere out there. Architect Gabriela Pallares responded to Burberry’s tweet of the logo design, saying:
“An inspiring, singular and memorable image of a tale of British identity and traditions erased for something generic, forgettable and similar to… anything. Wouldn’t have been possible to update without losing identity?”
Twitter user ‘definium_chris’, who’s a partner at Definium Design Group, added, “I would’ve liked to seen a mark but nonetheless there’s distinction in the typeform.”
On Burberry’s Instagram, user ‘bellesaw’ commented, “This doesn’t even convey the British Heritage AT ALL, such a classy brand and now it’s like a street wear brand.” Instagram user ‘mr_henryz’ added:
“Made another Balenciaga but lost your chivalry.”
Amidst the plethora of praises on Instagram for its vintage monogram—including comments on the design being “classy” and “beautiful”—came critique with references to Bitcoin and the option of burning it if it didn’t work out.
See more responses below. What do you think about the redesigns?
'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.’-#RiccardoTisci on the #Burberry Logo, August 2018 #PeterSaville https://t.co/Gft6ZZm5hK pic.twitter.com/WCGrM58tVp— Burberry (@Burberry) August 2, 2018
Burberry Logo August 2018— Angeles (@VSAngelsBrasil) August 2, 2018
OLD ➡️ NEW pic.twitter.com/LmjmW6zJrY
I would’ve liked to seen a mark but nonetheless there’s distinction in the typeform— definium_chris (@definium_chris) August 3, 2018
Less is more .. simple is better👌— هناء القديري♌ (@hana_m_g) August 2, 2018
An inspiring, singular and memorable image of a tale of british identity and traditions erased for something generic, forgettable and similar to..... anything— Gabriela Pallares (@arqpallares) August 3, 2018
Wouldn´t have been possible to update without loosing identity?
i feel like this logo ruins the authenticity of the brand, i don't think this was a step in the right direction. it just looks so bland whereas the logo before was classic and timeless to be honest.— h ♡ favOriTe (@hyethereal) August 2, 2018
TOM FORD— И. Alrajhi (@nalrajhi) August 2, 2018
Well... it’s... not Helvetica— Jim Teal (@therealjimteal) August 2, 2018
I'm glad it won't be confused with London. Ontario.— Sean Ramsden (@SeanRamsden) August 2, 2018
How much did they pay for this logo?? 😱— Dewi Li (@dewiclie) August 2, 2018
It’s a nah from me. pic.twitter.com/Y4wizZFLk1— Eliana (@ecordova3) August 2, 2018
Looks like.... pic.twitter.com/dDdI90p0ne— Russell Ramsey (@russellramsey1) August 2, 2018
Clearly there was confusion wrt which London Burberry hails from.— Kathy Bryan (@kathyhbryan) August 2, 2018
Well you can always burn it if it doesn't work out.— Money Magdalene (@MoneyMagz1992) August 2, 2018
bitcoin ?— CyberR (@CyberRaja) August 2, 2018
I now hunger for some pretzels after seeing that design— TheStebe (@The_Stebe) August 2, 2018
[via Business of Fashion and Famous Logos]
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