Burberry drafts Peter Saville for a simplified graphic identity

Burberry unveils new look

British fashion house Burberry has unveiled its latest rebrand – a graphic collaboration between chief creative officer Riccardo Tisci and Peter Saville, the designer best known for his album artwork of the 1980s.

The brand’s refreshed identity centres on a monogram print that spells ‘TB’ – the initials of the fashion label’s founder, Thomas Burberry. The heavily outlined interlinking tessellation of red, white and honey colours is reminiscent of Burberry’s famous nova check.

Burberry has also eschewed its Equestrian Knight emblem and wide-spaced lettering for a logo featuring only its name and ‘London England’. The insignia uses bespoke typeface Bodoni, which has been used by the company since 1901.

Saville, who is cited for putting Manchester back on the map as a creative hotspot, explained the new logo represents the brand’s desire to transcend its heritage trench coat as a modern designer.

"Historically, Burberry's logotype was appropriate to the trench coat's utilitarian nature," the Unknown Pleasures designer told Dezeen. “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."

The #ThomasBurberry Monogram pattern revealed . #RiccardoTisci #Burberry

A post shared by Burberry (@burberry) on

Burberry released details of the rebrand on Instagram earlier today (2 August). It posted six images, three of which are of emails exchanged between Tisci and Saville regarding the commissioning and design process.

"For Burberry it’s a big shift, but in the context of current branding trends the word-mark is not ground breaking," reviewed Tom Foley, creative type director at Monotype. "Some unconventional proportions and outline treatments give it character, but that may not be perceptible to non-type geeks. It does perhaps reference early industrial sans serif styles (Victorian) - no doubt in homage to Burberry’s heritage.

"It's not surprising in the current trend of brands opting for simplicity, but it's a big change for Burberry. It has an unrefined feel which lends a touch of character in a pretty constructed style. I’m interested to see what comes next and how this plays our across Burberry’s wider brand and marketing." The sans serif logo has so far received a mixed response from the design, branding and fashion communities on Twitter.

Burberry has found itself literally under fire this month after admitting to burning £28m of its excess stock to protect its luxury status.

Tisci was appointed as chief creative officer in March this year, following the departure of Christopher Bailey.

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