Burberry has unveiled its first logo refresh in 20 years from designer Riccardo Tisci. Developed in collaboration with the renowned British art director and graphic designer Peter Saville — best known for his New Order and Joy Division record sleeves, and more recently, his work for Calvin Klein.
The new mark says "Burberry London England" in bold type and the brand has also revealed a monogram print that displays intertwined T's and B's in honor of its founder, Thomas Burberry.
The previous logo, which saw Burberry drop the "S" from its name, was designed by Fabien Baron in 1999. The new logo replaces the all-caps, serif style with a sans-serif, bold text on a honey beige background.
The new visual identity comes five months after Tisci took the creative helm at Burberry and following the arrival of Chief executive Marco Gobbetti, who joined the company in July 2017 announcing a 5-year plan to reposition Burberry as a genuine luxury player and re-energise a brand whose sales growth has significantly lagged rivals LVMH.
This new graphic identity is already in use on the brand’s web presences and is expected to roll out across stores in the coming months.
In the meantime, Tisci will show his first full collection for Burberry in September 2018.