The year was 2018. Riccardo Tisci, the celebrated Italian designer known for his dramatic and often provocative designs at Givenchy, took the helm of Burberry, a British heritage brand steeped in tradition and instantly recognizable through its iconic check pattern and equestrian knight logo. Tisci's appointment signaled a significant shift, a departure from the established aesthetic that promised a bold new direction. Central to this reimagining was a completely revamped logo, designed by the renowned graphic designer Peter Saville. This wasn't simply a tweak or a minor alteration; it was a radical rethinking of the Burberry brand identity, a bold statement that aimed to modernize a house with a long and storied past. The resulting Burberry Peter Saville logo became a focal point of discussion and debate, highlighting the complexities of updating a legacy brand for a contemporary audience.
The previous Burberry logo, featuring the equestrian knight, had been a mainstay for decades. It was a powerful symbol, instantly conveying a sense of British heritage, tradition, and luxury. However, for Tisci, this symbol, while iconic, felt somewhat dated. He envisioned a more contemporary and streamlined aesthetic for Burberry, one that would resonate with a younger generation while still retaining a connection to the brand's rich history. This is where Peter Saville, a designer synonymous with iconic album art for bands like Joy Division and New Order, entered the picture. His minimalist approach, known for its clean lines and impactful simplicity, proved to be the perfect counterpoint to the opulent history of Burberry.
Saville's design for the Burberry logo design was a stark departure from its predecessor. The equestrian knight, a long-standing emblem of the brand, was discarded entirely. In its place, Saville created a monogram, a simplified and modernized version of the brand's name. The "Burberry" lettering was rendered in a bold, sans-serif typeface, clean and uncluttered, reflecting a modern sensibility. The overall effect was one of understated elegance, a departure from the more ornate and traditional feel of the previous logo. This minimalist approach was a deliberate choice, reflecting Tisci's vision for a more contemporary and accessible Burberry.
The decision to remove the equestrian knight was a significant one, and it sparked considerable debate. For many, the knight represented a core element of Burberry's identity, embodying its heritage and Britishness. Its removal was seen by some as a severing of ties with the past, a rejection of the brand's legacy. Others, however, argued that the knight had become somewhat tired and cliché, and that its removal was necessary to revitalize the brand and appeal to a wider audience. The Burberry Peter Saville logo represented a calculated risk, a gamble on the part of both Tisci and Burberry, a gamble that aimed to transform the brand's image for the 21st century.
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