A logo holds a significant meaning to every fashion brand and is one of its main recognizable symbols. Some logos like the Chanel one never went even through a slight modification. For other houses like Burberry, their logos evolve every now and then under new creative directors. They introduce fresh versions to push the brand forward without losing its identity and traditions.
Burberry’s logo also has a rich and interesting history and evolution that we would like to share with you today. We will also see at the end why brands change their logos and what meaning they carry.
The Evolution Of The Burberry Logo
How many logos did Burberry have?
The first Burberry logo
The first Burberry logo was invented in 1901 by the founder of the British house, Thomas Burberry. It features an equestrian knight, a nod to the brand’s equestrian roots, and the word “Prorsum”, which comes from Latin and means “forward”. The equestrian theme was particularly relevant. Burberry had started as a company that produced outdoor clothing for British aristocrats who enjoyed hunting and playing other sports. The original logo is the one that remained the longest – until 1968!
Burberry logo 2.0
As Burberry began shifting away from the traditional equestrian style (although it remained present in the house’s codes) towards a younger and more fashion-conscious audience, this modern approach needed to be reflected in the new logo (1968-1999).
The knight and the shield were pushed to the top, as if to diminish their domination. It left the focus on the brand’s name “Burberrys London”, written in a sans-serif font. The black design gave a more simple and clean aesthetic than the original logo.
The third logo of Burberry
The third version of the logo (1999-2018) maintained a strong connection with the brand’s heritage through the knight. However, there were some differences with the previous logo. The new logo’s font was changed. The “s” of “Burberry’s” was removed, switching the name from “Burberrys of London” to “Burberry London”.
Burberry logo under Ricardo Tisci
In 2018, the freshly-appointed creative director Ricardo Tisci made a significant change to Burberry’s branding by unveiling a new logo, making the announcement on Instagram with the message “Past | Future” that says it all about the direction he wanted to take. The simple and minimalistic “BURBERRY LONDON ENGLAND” name, inspired by the original typeface, but without featuring the knight, breathed a new era of luxury.
The most recent Burberry logo by Daniel Lee
Finally, the latest version of the logo was introduced in February of 2023 by the current creative director Daniel Lee. Reminiscent of the original logo but designed in blue, it shows a clear intention to revive the British heritage of the luxury house.
Why did Burberry change its logo?
It is common for fashion brands to change their logo occasionally when they appoint new creative directors. And it often happens that the new creative vision is not only reflected in new products and styles but also a rebranded logo.
When Daniel Lee joined Burberry in October 2022, he had his own vision for the British label. During his debut show in February 2023 and with the introduction of the new Burberry logo, Lee made his intentions clear: he wanted to pay homage to the brand’s heritage while embracing its future.
Daniel Lee described the logo as “a modern take on British luxury” and “a new chapter for the brand”. Since then, it has served as the new symbol of the house of Burberry.
What does a logo mean for a brand?
A logo is not just a simple image; it serves as one of the key brand identifiers for every fashion brand, a representation of its visual identity.
Nowadays, with so many fashion brands on the market, it has become even more imperative for companies to work on their branding. Through a logo, you can instantly recognize and connect with the label. It is therefore important to choose the right logo and refresh it from time to time to vehiculate the evolution of the brand.
Want to learn more about the history of iconic fashion brands? Subscribe here to our daily newsletter 365 days of fashion and get daily quick-to-read emails with straightforward information that will teach you fashion industry fundamentals.
