(English - 5 min reading)
What do you think about the new Burberry logotype and symbol?
Was it necessary?
How will this impact Burberry’s brand equity?
Was it necessary?
How will this impact Burberry’s brand equity?
In a fashion industry full of brands with minimalist logos, this feels like a breath of fresh air.
Their new symbol seems way too detailed for small applications, especially those for digital channels.
Their new symbol seems way too detailed for small applications, especially those for digital channels.
Even though Burberry hasn't updated the logo icon for their app (it's still a capital B), if we reduce the new logo it makes it hard to read all of the details. These are two quick examples of the sizes for mobile apps.
However, the move from Peter Saville to bring back an iconic symbol with that much heritage weight, to me, is a win. Because they can use all that history and heritage, to aid the brand's narrative, but in a more contemporary way.
One thing to consider is brand equity. It'll be interesting to see how well this new brand logo does and how their new Burberry CCO, Peter Saville, handles that.
One thing to consider is brand equity. It'll be interesting to see how well this new brand logo does and how their new Burberry CCO, Peter Saville, handles that.
Also, it separates them from the rest of the fashion brands again, just like they did back in 2018 with Riccardo Tisci, when they decided to change their brand identity for something more minimal and a lot of other brands decided to follow.
Now we’ll see if there are any other brands doing the same in the next couple of months or years. Will this mean that a new fashion logo trend is about to start? Not necessarily, but those involved with the fashion industry should pay close attention to this, because when the race to go minimal began, Burberry was at the forefront, and they have had this really good design taste, so is a good idea to keep an eye to see what else they come up with in the future.
Overall, I think this logotype serves the brand better than their latest version, because it has more character and personality that you can easily associate the brand with, which does help their positioning even more. This is something you really couldn't do that well with their prior sans-serif logotype.
In the end, when changing your logo, one of the most important factors to consider is that the brand must be examined and evaluated deeply, with regards to its values, mission, and vision, to ensure that they are in line with the current business and market context.