Burberry revealed a new logo, brand identity, and monogram developed by British graphic designer Peter Saville who was also behind Calvin Klein’s latest rebrand. The logo replaces an all-caps, serif style created in 1999 with a sans-serif, bold text. In addition, Saville has created an interlocking TB pattern—after Thomas Burberry, the house’s founder—in coral red, honey beige, and white. According to Tisci, the logo is derived from a 1908 monogram for Thomas Burberry. “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 exclusively told Dezeen. As Saville further accentuates, “Burberry needed an identity that is fluid and able to cross over into all the categories that are required of a big luxury clothing and accessories brand – something to transcend the company provenance without denying it.”
As we often emphasize, rebranding can describe three different events, namely, (1) name change, (2) the changing in the brand aesthetics (color palette, logo, etc.), and/or (3) repositioning whereas not all changes at all stages/events are a necessity for the rebranding. Burberry’s rebranding marks Riccardo Tisci’s debut collection that will arrive on the runway this September. The Italian designer took up the role of the chief creative officer of Burberry in May 2018.