Making his first major move as creative director at Burberry, Riccardo Tisci has unveiled a new logo and monogram for the British heritage brand. The redesign comes ahead of Tisci’s first runway show for Burberry this September during London Fashion Week.
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The new logo features a sleek and streamlined bold sans-serif text in all caps. Its new monogram, however, is an an interlocking ‘TB’ pattern—after the house’s founder, Thomas Burberry—done in a red, honey-beige, and white color scheme. Both were designed in collaboration with Peter Saville, the graphic designer who also redesigned Calvin Klein’s new logo under Raf Simons last year.
According to the brand’s Instagram Stories, the new designs were inspired by a 1908 monogram for Thomas Burberry that Tisci discovered while on a visit to the Burberry archives. The brand also posted an email exchange between Tisci and Saville revealing that the entire design process took place in just four weeks.
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As the Business of Fashion reports, this marks the first new logo design for Burberry in nearly two decades. The last logo revamp took place in 1999 when the brand dropped the “’s” from “Burberry’s.” The redesign will roll out in Burberry stores in the coming months—no word on what that means for the future of the classic Burberry check pattern.
This article originally appeared on Harper’s BAZAAR US.