WRITTEN BY HAZEL IMOGEN, FOUNDER & CREATIVE DIRECTOR

Burberry is known for its classic and timeless fashion, from its iconic trench coats to its very distinctive English style. One aspect of Burberry we’re all looking at right now is the fresh rebrand led by creative director Daniel Lee.

Daniel Lee redesigned the Burberry logo as part of a major rebrand across all of the brand’s products and stores. It brings together aspects from previous versions of the logo, including the distinctive Thomas Burberry monogram with modern typeface and an updated style of photography and design which feels inspired by the brand’s British heritage.

The rebrand feels bold and striking visuals and brings to life everyday moments in stylistic ways. There’s disposable camera style imagery like outdoor portraits and British animals that make you feel like you were right here for the moment. All these elements come together to create a cohesive visual identity for Burberry that reflects both its past and its future.

It’s funny because this refresh follows a 2009 brand refresh trend where many high end brands were pushing their logo to a more minimal and simplified look, everything was starting to look the same. Burberry had removed any depiction of a knight and simplified all the lettering associated with the monogram. It was a clean, more modern-looking, but where was that little sauce that made them so unique and special?!

The logo has gone through plenty of changes over the years in an effort to keep up with the times and remain relevant. Most of these updates have stayed somewhat true to the original design elements.

What we love about the new rebrand is that the logo is not too dissimilar from the original. With a few touchups and a new angle on the other parts of the brand outside of the logo, the brand feels fresh, unique and worth talking about. A brand “refresh” can work in a similar way. While keeping a lot of the originality, a refresh can push a brand just that little bit further to feel a little more relevant and up to-date. Think your business may need a refresh? Reach out let’s chat about it!