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Daniel Lee’s vision for Burberry unveiled with new visual identity and logo

Tom Shearsmith
06 February 2023

Luxury British brand Burberry has launched a new logo and visual identity, showcased across a new campaign celebrating its 167 year heritage.

The new campaign marks the start of Daniel Lee's vision for Burberry, where he took up the role of Chief Creative Officer in October 2022. 

The campaign, which will be rolled out across social media and e-commerce marketing, stars a cast of British talent including musicians John Glacier, Shygirl and Skepta, actor Vanessa Redgrave, models Lennon Gallagher and Liberty Ross, and footballer Raheem Sterling.

The campaign also stars South Korean actress Jun Ji-hyun, who Burberry named as a brand ambassador in September 2022.

Accompanying the new visual campaign rollout is a refreshed logo featuring Burberry’s famous Equestrian Knight Design, first created in 1901. The equestrian knight was removed completely in 2018 as part of Burberry's identity refresh under former Creative Director Riccardo Tisci.

Tisci worked with British art director Peter Saville to develop a new logo in capital letters and monogram, featuring the founder Thomas Burberry's initials interlocked.

Burberry previously committed to focusing on "Britishness" and becoming a £4 billion business by the end of FY24. The company promised to "harness the power of the brand, bring all product categories to full potential, grow customer lifetime value and provide seamless execution".

Burberry's growth strategy includes:

  • Refocusing on Britishness and strengthen its connection with British design, craft and culture.
  • Amplifying the brand through marketing and communication activations with high levels of impact.
  • Doubling sales of leather goods, shoes and women’s ready-to-wear.
  • Accelerating customer acquisition and strengthening its relationship with customers and drive loyalty.
  • Converting all stores to new retail concept by end-FY26.
  • Delivering sustainability commitments and positively impact its communities.

    Burberry 2023 logo

    Burberry's 2023 logo and branding refresh

Speaking at the time of his appointment, Daniel Lee, Chief Creative Officer of Burberry, said: “I am honoured to join Burberry as Chief Creative Officer. Together with the team, we will write the exciting next chapter for this legendary British luxury brand, continuing its historic heritage and building on Riccardo’s legacy."

Lee will present his Burberry debut runway collection at London Fashion Week in February 2023. The schedule currently features 116 participating designers, 48 catwalk shows, 22 presentations and appointments, 34 events and 42 digital activations, all listed on the 'Official Digital Hub'.

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