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Burberry's new creative chief unveils new logo

Lauretta Roberts
02 August 2018

Burberry's new creative chief Riccardo Tisci has unveiled a new, modern logo and monogram for the British luxury house today, which has already been rolled out to its website and across its social media channels.

Tisci, who joined the house from Givenchy in early Spring to replace Christopher Bailey, commissioned Peter Saville Studio to create the new identity. On Burberry's Instagram channel the brand has published extracts from email exchanges between Tisci and Saville which reveal the project was completed in just four weeks.


The new Burberry website

In one exchange, Saville exclaims: "You must be crazy, you need four months for a project like this!" Nonetheless, the deadline was met ahead of Tisci's debut collection for the brand to be unveiled at London Fashion Week next month.

The new minimalist logo replaces the old classic serif font logo featuring the lance and shield-carrying knight, and and the brand has also unveiled a new monogram, inspired by the brand's founder Thomas Burberry. Tisci revealed that the creative team at the brand had been scanning its archives for inspiration and that a logo from 1909 had felt "very modern".


Burberry's old logo

Of Saville, Tisci said: "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."

The introduction of the monogram would appear to be a smart move in an era of logo-mania where brands such as Gucci and Fendi are all enjoying great success with monogrammed products. The interlocking Ts and Bs on a red and honey background offer Tisci an additional identifier to play with on accessories, linings and elsewhere to go alongside the house's iconic check.

It is clear that Italian designer Tisci means business at Burberry. He has already said he is shaking up the product drop schedule preferring regular drops of new products along with capsule collections and collaborations. The first of his collaborations will be with legendary British designer Vivienne Westwood and will hit stores in December.

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