Fashion house Burberry has revealed a new monogram, designed by Peter Saville, which use the initials of the company’s founder Thomas Burberry as the basis.
Saville has also designed a new logo for the company, which ditches the knight-and-horse icon associated with the brand and replaces it with a simple, typographic logo set in a sans-serif, all-caps typeface.
The new monogram has been designed as an interlocking pattern of “T” and “B” letterforms, to depict the initials of Thomas Burberry, using a colour palette of orange, “honey” brown and white.
Saville was commissioned by Burberry’s new chief creative officer and Italian designer Riccardo Tisci in March this year, who initially asked if he could complete the project in four weeks.
Saville reportedly responded with: “You must be crazy. You need four months for a project like this!”
The rebrand, as well as the two designers’ email communications surrounding the project, have been published publicly through Burberry’s Instagram account this week, making this the first reveal of the new logo and monogram.
According to the email communications between the two, the new design has been inspired by Tisci’s look through archive material, and a Burberry logo from 1908.
Saville has completed graphic design projects for fashion houses previously, having rebranded Calvin Klein with a similar, minimalist, typographic style in 2017.
Tisci has headed up the creative team at Burberry since March, the same month in which he commissioned Saville to create the new graphics. He was previously creative director at Givenchy, and is known for casting “a diverse and inclusive range of models” across ethnicities, genders and identities for runway shows and campaigns, says London Fashion Week.
The new logo and monogram launches as Burberry is due to exhibit at London Fashion Week next month, which takes place 14-18 September.