Bucking the development for simplicity and sans-serifs, the style label’s new chief artistic officer appeared to its archives for an intricate equestrian brand and distinctive serif wordmark.
Burberry has revealed its new archive-inspired brand and serif wordmark, debuting the heritage model’s new ode to Britishness in a marketing campaign led by new chief artistic officer Daniel Lee.
The Bradford-born designer was introduced as chief artistic officer in December 2022, after a much-hyped tenure at Bottega Veneta which introduced the posh model to new audiences and popularised a specific shade of vivid inexperienced.
A 122-year-old motif titled Equestrian Knight Design has been reintroduced. In line with Burberry the design gained “a public competitors to design a brand new brand, circa 1901” and options the Latin phrase “Prorsum” that means “Forwards”. The brand was faraway from use underneath earlier artistic director Riccardo Tisci as a part of a significant rebrand in 2018.
The brand is layered on prime of pictures throughout the marketing campaign and seems in white and royal blue.
The Burberry wordmark has additionally reverted to its historic roots, ditching its prosaic sans serif font which was designed simply 4 years in the past by British designer Peter Saville. Its new serif font references typefaces used beforehand by the model and options extra refined quirks and elaborations, but stays legible.
In recent times, there was a shift in direction of sans serifs throughout luxurious trend manufacturers, comparable to Berluti, Balmain and Saint Laurent. Whereas the intention was to make the wordmarks extra clear and digitally suitable, to be used on every little thing from web sites to embroidery, the end result was a sea of comparatively indistinguishable wordmarks, typically uncharacteristic of the manufacturers’ heritage or artistic path.
Burberry’s social media was utterly wiped earlier than Lee’s marketing campaign was revealed in a sequence of 12 Instagram grid posts, clearly indicating that the label will enter a brand new period underneath his artistic path. Lee’s future path for Burberry is anticipated to return its focus to being intrinsically British, urged by the truth that his first marketing campaign was shot in London by British photographer Tyrone Lebon, who beforehand labored with Lee on campaigns for Bottega Veneta.
The marketing campaign showcases a star-studded forged of British expertise, comparable to actress Vanessa Redgrave, footballer Raheem Sterling and mannequin Lennon Gallagher, son of Oasis entrance man Liam Gallagher. The movie options an authentic rating by Hackney-born rapper and producer John Glacier, who additionally options within the marketing campaign.
