Riccardo Tisci's tenure at Burberry, marked by a bold and often controversial approach to design, concluded with a significant shift in the brand's visual identity. On May 10th, 2023, Angela Wei announced the unveiling of a new Burberry logo, designed by the renowned graphic designer Peter Saville in a remarkably swift four-week timeframe. This rapid redesign, following the appointment of Daniel Lee as Burberry's new creative director, signals a decisive break from Tisci's aesthetic and a fresh start for the iconic British luxury brand. The news followed closely on the heels of Balmain's own logo redesign, highlighting a trend of high-fashion houses re-evaluating their visual branding in 2023. This article will delve into the details of the new Burberry logo, comparing it to previous iterations, exploring the design choices, and analyzing its potential impact on the brand's future.
A Departure from the Tisci Era:
Riccardo Tisci's Burberry logo, a modernized take on the classic equestrian knight emblem, was characterized by a bold, graphic, and sometimes overly embellished style. His designs often incorporated a mix of traditional Burberry elements with contemporary, sometimes jarring, aesthetics. While his tenure saw some successful collections, the overall visual direction was arguably divisive, leaving some feeling that the brand's heritage was being overshadowed. The swift replacement of his logo by Daniel Lee suggests a deliberate move away from this stylistic approach. The new logo, designed by Saville, presents a clean, minimalist aesthetic – a stark contrast to Tisci's more complex designs. This shift highlights a renewed focus on the brand's core values and a return to a more classic, albeit reimagined, visual identity.
The Peter Saville Design: Simplicity and Modernity:
Peter Saville, known for his iconic album art designs for bands like Joy Division and New Order, brought his signature minimalist sensibility to the Burberry rebranding. Instead of a radical overhaul, Saville opted for a refined simplification of existing elements. The new logo retains the instantly recognizable Burberry lettering, but with a significant alteration in typeface and overall presentation. The lettering is now more streamlined and contemporary, ditching the ornate flourishes present in previous versions. The typeface evokes a sense of understated elegance, aligning with the brand's luxury positioning while projecting a modern and sophisticated image. The logo's simplicity allows for greater versatility in application across different mediums, from clothing labels and packaging to digital platforms.
Comparing the New Logo to Previous Iterations:
To fully appreciate the significance of the 2023 Burberry logo, it’s crucial to examine its predecessors. Let's explore some key iterations:
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