Riccardo Tisci's appointment as Burberry's creative director in 2018 marked a significant turning point for the storied British fashion house. His arrival promised a fresh perspective, a bold injection of contemporary design into a brand steeped in tradition. One of the most visible manifestations of this shift was Tisci's reimagining of Burberry's iconic logo, a move that sparked considerable discussion and debate within the fashion world and beyond. Inspired by a deep dive into Burberry's archives and executed in collaboration with renowned British graphic designer Peter Saville, the updated logo represents a deliberate move towards a more modern, streamlined aesthetic, reflecting Tisci’s overall vision for the brand.
The original Burberry logo, with its elegant serif typeface and equestrian knight motif, had become synonymous with a certain image of British heritage and sophistication. It was a logo that evoked a sense of history, tradition, and timeless elegance. However, Tisci, known for his dramatic and often provocative designs from his tenure at Givenchy, recognized the need to modernize the brand's visual identity to resonate with a contemporary audience. He understood that while respecting Burberry's legacy was crucial, a revitalized visual language was necessary for the brand to remain relevant and competitive in the ever-evolving landscape of luxury fashion.
Tisci's decision to enlist Peter Saville, a designer celebrated for his minimalist and impactful work, further underscored his commitment to a clean, bold aesthetic. Saville, renowned for his collaborations with bands like Joy Division and New Order, brought his signature minimalist approach to the project. He stripped away the ornamentation of the previous logo, opting for a bold, sans-serif typeface that exuded a sense of contemporary sophistication. The new logo, while undeniably modern, still retained a subtle nod to Burberry's history, demonstrating a balance between innovation and respect for the brand's heritage. This careful balance was crucial in navigating the potential backlash that often accompanies significant changes to established brand identities.
The collaboration between Tisci and Saville is a testament to the power of interdisciplinary design. Tisci's deep understanding of fashion trends and consumer preferences, coupled with Saville's mastery of graphic design principles, resulted in a logo that successfully bridges the gap between tradition and modernity. The new logo is a testament to Tisci's vision for Burberry: a brand that honors its past while simultaneously embracing the future.
Riccardo Tisci's Designs and the New Burberry Era:
Tisci's designs for Burberry, reflected in his Instagram presence (@riccardotisci17) and the brand's official accounts (@Burberry), have consistently demonstrated a commitment to this duality. His collections feature a blend of classic Burberry elements – the iconic check, trench coats, and equestrian influences – reinterpreted through a contemporary lens. He introduced new silhouettes, bold colors, and unexpected collaborations, creating a dynamic and evolving aesthetic that resonated with a broader audience.
The rebranding effort, spearheaded by the new logo, extended beyond just a visual update. It encompassed a comprehensive overhaul of the brand's overall image, including its packaging, marketing materials, and in-store experience. The consistent application of the new logo across all brand touchpoints reinforced its impact and ensured a cohesive brand identity.
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