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Heritage British brand Burberry has unveiled a logo that uses the cavalry motif and serif typeface created for the brand more than 100 years ago.

Posted on Instagram earlier this week, the campaign image adorned with the new logo announced the redesign as the “first creative expression” under the direction of new chief creative officer Daniel Lee.

A cavalry knight design is also used.

Led by Lee’s predecessor, Italian fashion designer Riccardo Tisci, the campaign images followed after the brand erased previous images and content from its profile.

The rebrand includes a 122-year-old motif: the Equestrian Knight Design, which won a public competition in 1901 to design a new logo for the heritage brand.

Photo of a swan with the Burberry logo
Burberry also returned to serif fonts.

The Equestrian Knight design is a motif that has been used throughout Burberry’s history and features a knight on horseback holding a flag with the word ‘prorsum’, Latin for forward.

Burberry said in a statement that its new logo was inspired by its history.

photo of model wearing burberry
The logo was inspired by the archives

“Burberry’s new logo draws inspiration from the archives,” the brand said in a press release.

“The original Mounted Knight design was the winner of a public competition to design a new logo around 1901. This design features the Latin word “prorsum,” meaning “forward.” ”

Along with equestrian iconography, a new typeface was unveiled that returned to serif fonts and referenced the luxury brand’s old wordmark from before Tisci’s 2018 graphic identity rebrand.

For the 2018 rebrand, British graphic designer Peter Saville developed a sans-serif font to replace the cavalry logo that has identified the brand since 1999. Saville also developed a monogram consisting of interlocking tessellated TBs.

Photos of musicians along the River Thames
New direction under Daniel Lee

British designer Lee was announced as Burberry’s chief creative officer in October 2022, just days after Tisci unveiled his final collection for the brand. Mr. Lee previously led Bottega Veneta and was responsible for the revival of the heritage Italian brand.

Lee will present her first collection at Burberry on February 20th during London Fashion Week.

campaign image
The logo was announced on Instagram

In other recent fashion brand news, Italian fashion house Ferragamo unveiled a new logo for September 2022, designed by Saville. The new identity transformed the handwritten logo into a custom serif typeface said to be inspired by stone inscriptions.

Cinematography by Tyrone Lebon.

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