Burberry Ditches the Emblematic Knight and Horse
The main and most important source of communication between a company and its clients is their branding. A logo has to be able to communicate and also reflect the brand’s history. I’m sorry if I’m making you feel like you’re back to branding 101, but when I start seeing brands that …
The main and most important source of communication between a company and its clients is their branding. A logo has to be able to communicate and also reflect the brand’s history. I’m sorry if I’m making you feel like you’re back to branding 101, but when I start seeing brands that follow trends, I can’t help but want to take it back to the classroom. A few months ago we saw how Calvin Klein modernized their classic typographic brand and today we are witnessing one of the top high-end brands transform completely.
The luxurious Burberry is surprisingly changing their look. Founded in 1908 by Thomas Burberry with its main headquarters in London, Burberry has been the symbol of British luxury, not to mention the iconic Burberry check in one of the most recognizable patterns in the world. Throughout these recent years, there have been quite some changes to this English brand and the main one is the naming of Ricardo Tisci as their main creative director. Tisci happens to be among the most influential fashion designers of this era and surely has suited well to the brand. Precisely it was Tisci the main person in charge of changing its visual identity.
The Italian designer Ricardo Tisci commissioned English Graphic Designer Peter Saville to rebrand the UK luxury brand. Saville was in charge of completely changing the face of Burberry. The major change in the new logo was getting rid of the knight and horse which has been on the brand for more than a century. Saville also swapped typefaces from a serif to a sans serif all caps font. This new identity was accompanied with a monogram pattern from the initials “TB” of Thomas Burberry.
The monogram accompanied by a nice and classy color palette which is one of the few things I enjoyed. The pattern is really nice but the cartoony look kind of contradicts the high fashion term. Getting rid of the emblematic knight gives me the impression that they’re also getting rid of the brand’s history. I kind of compare this to the Juventus logo who ditched their old logo and everything emblematic about it to make a cool one. It’s as if brands are changing their identity to follow a modern and minimalistic trend rather than making a logo that is solid, nice and able to communicate a message.
The logo could have preserved the iconic knight and also design it to look more modern. Another thing to mention that I see wrong with this logo is the fact they added England to London like if people don’t know what country this iconic city belongs to.
What do you guys think of this new identity?