Riccardo Tisci Rebrands Burberry With a New Peter Saville Logo
Riccardo Tisci’s debut Burberry collection will arrive on the runway this September. Until then, the largest signal of Tisci’s new direction for the heritage label will be a new logo and brand identity developed by design legend Peter Saville. The logo replaces an all-caps, serif style created in 1999 with a sans-serif, bold text. In addition, Saville has created an interlocking TB pattern—after Thomas Burberry, the house’s founder—in coral red, honey beige, and white. According to Tisci’s Instagram stories, where he’s posting the email exchanges with Saville that led to the creation of the design, the logo is derived from a 1908 monogram for Thomas Burberry. This new graphic identity is already in use on the brand’s web presences and is expected to roll out across stores in the coming months.
For Saville, this marks the third fashion-world rebranding he’s worked on in recent years. When Raf Simons arrived at Calvin Klein in 2016, he tasked Saville with creating the brand’s new, more minimalist logo. At Paco Rabanne, where Julien Dossena has been reinterpreting Rabanne’s legacy since 2014, Saville has designed a series of T-shirts that riff on iconic moments in Paco Rabanne’s work. And now with Burberry, Saville—already famous for the album covers he designed for Joy Division, New Order, and more at his Factory Records imprint—has become the fashion world’s most influential draftsman.
Bad news for the Burberry check? Find out on September 17 when Tisci debuts his first collection.
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