Burberry enlists Peter Saville to redesign its logo for first time in 20 years

Riccardo Tisci, chief creative officer, has left us reeling this morning after a series of Instagram posts revealed that British fashion brand Burberry has a new graphic identity.

The new logo and monogram, which features the founder’s initials “T B” interlocking in an infinite chain, was designed by renowned art director and graphic designer Peter Saville. The artist came to prominence for the record sleeves he created, most notably for Joy Division and New Order.

Riccardo shares the email correspondence on Instagram, initially asking if the project could be completed in “four weeks”; to which Peter humorously responds, “you must be crazy!” The monogram itself shares this passionate energy; it pops with bright orange and peach, colours espousing the perfect summery vibes. The “T” and “B” interlock over a honeyed background.

In his emails, Peter comments that he was inspired by the house archive, “especially a logo from 1908”. The serif font is reminiscent of art-nouveau from that period, with organic and voluptuous curves; yet, there is a bright and fresh contemporary twist.

The move marks the first time the logo has changed in almost 20 years. With this new branding, the fashion house will launch itself into the future, while retaining the sophisticatedness of its past.