Iconic British fashion brand Burberry unveils new logo and pattern

[Chittagong]

So they replaced a classic 117 year old logo and brand with something that was designed in four weeks and looks like a Walmart placeholder graphic.

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FTFY

I was once tasked to redesign a multibillion corporation logo. We spent a year, worked with different designers, tested things out, and ultimately concluded that we cannot with good conscience flush out all that brand heritage. Instead we designed a distinct corporate typeface that refreshed the brand much better than a logo rework would have, and we still retained that heritage.

I always have incredible respect and sense of responsibility when handed the keys of a legendary brand.

 

[Amathene]

LOL, this is the best a fashion company can do?? I get that minamilism is in, but throwing the entire logo design out for a... Font? How on earth does this make you stand out from the crowd??

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From what I've seen of Burberry (Canadian here), they're noticed more for their pattern than their logo.

 

[Mr. X]

It's so guady that it becomes charming.

Seems incredibly 80s/early 90s.

 

[Otheradam]

All of these logos going sans serif are gonna look REAL dated in a few years.

 

[Dre]

Next up:

Gucci
Firenze

Louis Vuitton
Paris

Those logos are generic as fuck, can't believe someone got paid probably millions to do that.

 

[Koukalaka]

Maybe not Iconic for the right reasons.

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This is possibly the most 00's photo I've ever seen, right down to the pixelation.

 

[Vapelord]

 

[Deleted member 31873]

I'm British and I've never heard of Burberry.

 

[Little Old Man]

If they are so worried about brand damage/ reputation why only change things now? The peak mockery about the association with chavs was honestly about 10-12 years ago.

 

[Timbuktu]

Wow. They didn't want these skeezy chavs to tank their brand reputation then vail on them when the new trend comes in and leave them in ruins. I've seen it happen so many times before, it's probably a smart move.

it makes the rebranding make sense, too.

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I don't think the chav thing has been an issue for them for at least ten years. The logo has never been a big problem for them and the pattern is just one more among many, it's not like they are not making trench coats anymore. As their PR say, they are looking to diversify their line, generic logo might work better in that context.

 

[jett]

The logo designers of today are true (scam) artists.

 

[lunarworks]

oh, this is that expensive brand whose reputation got damaged by Chavs, isn't it?

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no, no, no... "innit"

 

[navii]

Looks like a luxury brand handbag pattern grabbed from the default pattern swatches in illustrator. But let's see what they do with it