Burberry has just unveiled a new logo and monogram, a creative product of their collaboration with British graphic designer Peter Saville. Best known for his iconic album cover designs, Saville was commissioned by Burberry’s chief creative officer Riccardo Tisci, who described him as “one of our generation’s greatest design geniuses.”
Email conversations discussing the project can be seen in a series of posts on Burberry’s official Instagram page. In one, Tisci asks if the logo can be designed in four weeks, to which Saville replies, “You must be crazy! You need four months for a project like this!”
Turns out you don’t. Lo and behold:
Understated, fuss-free and definitely straight to it, the new logo is receiving mixed feedback from Burberry fans worldwide. While some praise the simplicity of it all, others are unimpressed. Saville and Tisci, however, are rightfully proud of their work and what it represents.
“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 tells 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.”
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On the other hand, the new monogram has been well extremely well received. Making its debut on Instagram in one of the most creative posts from a fashion account yet, the monogram is an interlock of the initials ‘TB’, after the founder of the brand Thomas Burberry. The striking red and honey take cue from Burberry’s unmistakeale signature tartan plaid and will appear both on its own or as a repeating pattern.
What do you think of Burberry’s new visual language?