A Deep Dive Into Burberry's History Of Rebrands

Established in 1856, Burberry has solidified its position as an iconic British fashion house. 

The journey of this luxury brand has been marked by significant rebrands that reflect the ever-changing dynamics of the fashion industry. 

In this blog, I delve into the pivotal moments that shaped Burberry's identity, from its inception to the recent return to its roots.

The Birth of an Icon: 1856 - 1999

Burberry began its journey as a pioneer in British outerwear, introducing the world to the iconic trench coat design. 

For over a century, the brand's distinctive checkered pattern and commitment to quality craftsmanship became synonymous with luxury. 

However, by the late 1990s, Burberry found itself facing an image crisis that threatened its esteemed reputation.

In response to the changing tides of fashion and the need for a modernized image, Burberry embarked on a bold rebranding journey in 1999.

This transformation aimed to shed the perception of being outdated, with the iconic checkered pattern taking a back seat. 

The brand shifted towards a more sophisticated and contemporary image, aiming to appeal to a new generation of luxury consumers.

The Sophisticated Era: 1999 - 2018

For the next 19 years, Burberry embraced its refined and modern image. The rebrand of 1999 successfully positioned the brand as a trendsetter in the luxury fashion landscape. 

However, as the years progressed, the industry witnessed a shift towards simplicity and minimalism.

The turning point came with the decision to change the brand's visual identity once again. This marked the beginning of what branding connoisseurs would later term the 'Serif Wars.' 

In this era, Burberry adopted a bold and disruptive serif type-only logo, designed by the creative legend that is Peter Saville.

At the time, this move garnered attention and appreciation for its uniqueness. However, as competitors followed suit, the once-bold choice became a common trend, diluting the distinctiveness Burberry had initially achieved.

The Serif Wars: 2018 - 2023

Having been a fan of the initial serif logo, I couldn't help but notice its gradual ubiquity in the industry. 

What was once a daring step by Burberry turned into a sea of similar serif-style logos among luxury brands. 

It sparked a debate among design enthusiasts and industry insiders about the homogenization of brand identities.

As the 'Serif Wars' unfolded, Burberry found itself amidst a crowded field of similar visual aesthetics. The challenge for the brand was not just to stand out but to reclaim its uniqueness in a saturated market. 

It was a pivotal moment that set the stage for the brand's future decisions and sparked anticipation among enthusiasts for what would come next.

A Return to Heritage: 2023 Onwards

In a surprising move that demonstrated Burberry's commitment to adaptability, the brand under the guidance of their new Creative Officer Daniel Lee decided to return to its roots in 2023. 

The iconic horseman crest, a symbol of Burberry's rich heritage, was reinstated as the focal point of the brand's visual identity. 

This strategic move aimed to reconnect with the brand's legacy while setting it apart from the crowd.

I viewed this return to the crest as a masterstroke by Daniel Lee. Burberry once again proved its willingness to adapt and innovate, zigging when others zagged. 

This decision marked a departure from the prevailing trend of minimalistic and serif-style logos, showcasing the brand's confidence in embracing its unique heritage.

Iconic Art Direction:

Accompanying Burberry's return to the crest was an equally iconic and forward-thinking art direction. The visual elements introduced alongside the crest reinstatement captivated audiences and critics alike.

The art direction seamlessly blended tradition with modernity, creating a visual feast that resonated with the essence of Burberry's legacy while embracing contemporary design principles.

Whether it's the use of color, imagery, or typography, the art direction reflects a meticulous approach to storytelling. Each element contributes to a narrative that encapsulates the brand's journey, from its founding in 1856 to the present day. 

This fusion of past and present not only pays homage to Burberry's heritage but also positions it as a relevant and innovative force in the ever-evolving fashion landscape.

Final Thoughts

As a follower of Burberry's brand evolution, choosing a favourite among its rebrands is no easy task. Each phase reflects a distinct moment in the brand's history, shaping its identity in response to the dynamic fashion industry. 

However, the return to the iconic horseman crest stands out as a testament to Burberry's ability to navigate change while remaining true to its roots.

To wrap things up, Burberry's rebrands offer a captivating journey through the annals of fashion history.

From the birth of the trench coat to the 'Serif Wars' and the recent return to heritage, each phase unveils a new chapter in the brand's story.

As we eagerly anticipate the future, one thing is certain – Burberry will continue to captivate audiences with its ability to adapt, innovate, and redefine luxury in the ever-evolving world of fashion.

Let me know which era you prefer.