What Do You Think Of The New Burberry Logo?

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Burberry gave a famed London designer only 4 weeks to redesign its logo. The company’s Chief Creative Officer loves it. Fans are not convinced.

The house of Burberry hadn’t changed its brand mark for nearly two decades. So you would think they could have given some more time to do so. But the London-based luxury brand gave Peter Saville, a famed British designer, only 4 weeks to come up with a new logo.

The result is a modern, all-caps, sans-serif, minimalist, wordmark. While Burberry’s Chief Creative Officer loves it, the fans are not so convinced.

The house of Burberry had not revisited its brand mark for nearly two decades.

Fans were surprised by the new design, often judging it “cheap,” some even thinking the Facebook page of the brand had been hacked…

“The typeface for the original logo gave the impression of timelessness and I always associated it with style and class,” said another. “Now it just looks cheap.”

“It looks like it’s been done on Microsoft Word,” said one fan reacting to the new @burberry logo designed by Peter Saville.

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In an interesting twist, Burberry shared intimate details of the collaboration between Riccardo Tisci, the brand’s new CCO, and the designer Peter Saville. Images of their email conversations were shared on Burberry’s Instagram feed. Of course, the main topic was around the very short timeline given to Saville for the project who laconically replied:

“You need four months for a project like this!”

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A conversation between #PeterSaville and #RiccardoTisci
A post shared by Burberry (@burberry) on Aug 2, 2018 at 2:29am PDT

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Discussing the #Burberry archive . #RiccardoTisci #PeterSaville
A post shared by Burberry (@burberry) on Aug 2, 2018 at 2:32am PDT

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The #ThomasBurberryMonogram pattern revealed . #RiccardoTisci #Burberry
A post shared by Burberry (@burberry) on Aug 2, 2018 at 2:34am PDT