Riccardo Tisci took over from previous Burberry chief creative officer Christopher Bailey in March 2018. The Riccardo Tisci era at Burberry is kicking into high gear, his debut collection will hit the runway this September. Now under the direction of the former Givenchy creative director, Burberry revealed a new house logo and archive-inspired print. Tisci had taken to Instagram to unveil the new house logo and monogram for the British Heritage brand.
The Riccardo Tisci era at Burberry takes form with new logo and monogram.
This rebranding was developed by Riccardo Tisci in collaboration with Design legend Peter Saville, famously known for his New Order and Joy Division record sleeves. The same man who Raf Simons tasked to give Calvin Klein a fresh new minimalistic look. And now, his work with Burberry will only further cement his influential status in the fashion world.
The new logo is a stark contrast from the previous softer, rounder font. It now features a bolded sans serif text reading ‘Burberry London England’. According to Business of Fashion, this is the first time the Maison has changed their logo in two decades. The last logo rebranding was in 1999 when the brand dropped the letter S from ‘Burberry’s’.
The Monogram, on the other hand, is a graphical take presenting an interlocking TB Pattern, as a tribute to the founder Thomas Burberry. Documented on Tisci’s personal Instagram story, revealed the email exchange between Saville and himself that led to the creation of the monogram – which although newly designed, was derived from a 1908 monogram design for Thomas Burberry.
The redefined graphic identity is already in use on Burberry’s digital presence and it is expected to be used in new advertising campaigns. That said, there is no word on the Burberry signature check print yet, leaving only Tisci’s first show in London this September to gauge for the brand’s directions.
To Riccardo Tisci, the fresh branding is not just about a new face for the luxury fashion house. It is a new era for the luxury fashion scene. As luxury brands like Gucci and Fendi join the logomania revolution with their interlocking ‘G’s and double ‘F’s, Tisci is also leading Burberry to change their tack to feed the current commercialism and consumption.
Tisci often let his work speak for itself and said little else about it. It helped create an air of mystery about the man and the brand, which aligned well with his dark, gothic-tinged designs. But Burberry isn’t Givenchy, and Tisci is smart enough to know that not only applies to aeshetics, but also his approach to everything else about the house. It’s a shift for both the man and this brand that makes his first show during London Fashion Week next month one worth getting very excited about. For now, it seems like Burberry is headed in the right direction with its red carpet couture pieces and luxury athletic wear favoured by mega-celebrities like Beyonce.