By Jukka Aminoff
Burberry announced her new logo and a new monogram just a while ago, which are the creations of Peter Saville and creative director Riccardo Tisci. Burberry's serif typeface was replaced with sans-serif, which can be described as modern but it can be effortlessly embedded into designs, which embrace popular culture. We have already seen how Versace and Gucci have been extremely playful with their designs, and Burberry might follow in their footsteps.
The previous logo was designed by Fabien Baron in 1999, and almost 20 years later it was redesigned again. But why Burberry, the iconic British brand, decided to change their logo and monogram because these sort of decisions are quite serious ones because they mean lots of new expenses?
Burberry has made great financial results and profits, and it has been one of the pioneers in the luxury industry by utilizing digitalization in order to improve customer experiences. In May 2017 I wrote an article Is Burberry Distinguishable Enough?, which pinpointed major concerns because Burberry was not drawing enough attention and desire in the market. A brand must always draw attention. It does not matter if the brand has designed conservative and/or liberal collections but it must raise interest.
Burberry has one extremely nice competitive advantage because the brand is British and London is one of the most entertaining and exciting cities in the world, which has a rich cultural life. If Burberry can make collections, which will embrace modern London and British lifestyles, then it can truly succeed in the global market. But should not be a copycat of Gucci and Versace. It must create a unique brand universe.