If you are the type of person that dislikes having consumer or luxury goods not "current" by virtue of their logo, and you're a fan of Burberry, it's about to get expensive for you. Because for the third time in ten years Burberry are changing their logo, typeface and branding.
The Christopher Bailey era (2001 - 2017) saw the brand harkening back to it's origins with a Times New Roman typeface, and the classic knight on horseback, which in 2018 when Riccardo Tisci was scrapped. It was replaced with a combination of the initials of Thomas Burberry, and a clean bold, Sans Serif type font, which is so ubiquitous in fashion and luxury goods. Now Daniel Lee is creative director has returned to the traditional logo, albeit with slightly stretched out typeface.
Frankly, this is just an attempt to take a "new broom" approach to his new position at the head of Burberry. The logo does nothing new, and frankly is pretty dull. Some commentators have remarked this could be the "death knell" for Sans Serif in luxury branding. We disagree.
The reality is Burberry is a heritage brand. It's top items are trad pieces, like trench coats, and check scarves, with the occasional 'modern touch'. It never suited the slick branding Tisci attempted, and is just going back to what it should have been to begin with.
Posts
No comments:
Post a Comment