Burberry logo gets a makeover under Riccardo Tisci‘s direction.
Burberry unveiled two new aspects of its brand identity this month: one was the tessellated monogram created from the initials of founder Thomas Burberry. The other was a new wordmark for the brand, and while Burberry’s chief creative officer loves it, the reaction among fans has been notably mixed.
The brand’s first logo redesign in nearly two decades, the new marks were created by British designer Peter Saville, whose work includes the iconic cover of Joy Division’s Unknown Pleasures and Calvin Klein’s 2017 logo refresh, which (like Burberry’s new logo) went all-caps and sans serif.
Working with the British fashion house’s chief creative officer Riccardo Tisci, Saville has designed a new logo, and a monogram that spells out TB – after the founder of the brand 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 told.
Interestingly, Burberry shared some background into its collaboration with Saville in the form of emails between the designer and the brand’s recently arrived creative chief, Riccardo Tisci. Images of their conversations were shared on the brand’s Instagram feed, showing that Saville was given just four weeks to rework the logo (to which Saville understandably replied, “You need four months for a project like this!”).
Saville returned with a new, minimalist type treatment for the logo and, using some materials from the Burberry archive, the new monogram pattern that will be featured in upcoming brand marketing.
The new TB monogram will appear both on its own or as a repeating pattern. Tessellated, the interlinked T and B echoes the brand’s famous nova check.
Burberry announced the news via its Instagram page, and will now be featured across its channels and in its advertising campaigns.
“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,” Tisci said in a statement.
Saville co-founded independent music label Factory Records where he remains artistic director to this day. He is responsible for a host of iconic album cover designs, including the artwork for Joy Division’s 1979 album Unknown Pleasures.
Last year Saville worked with Calvin Klein’s creative director Raf Simons to subtly rework the fashion label’s logo, replacing it with all caps and kerning the letters closer together.
Riccardo Tisci took over from previous Burberry chief creative officer Christopher Bailey in March 2018. Last year the Italian fashion designer collaborated Nike to create an update on its 1990s Air Max trainer.