Burberry Debuts New Logo And Customers Aren't Impressed

The move comes amid criticism over the luxury brand's 'clothes burning' fiasco.

British luxury fashion house Burberry has unveiled a new logo and monogram -- the brand's first in over two decades -- and the bold move is causing quite the stir.

The redesigns, which were released on the It-Brit brand's Instagram comes just weeks after revelations the brand purposefully destroyed more than $50 million of dollars of unsold merchandise.

The decision to torch the clothing and perfume surplus 2017 stock was reportedly made to maintain the luxury brand's premium image. Burberry argued that the move would prevent their exxy products from falling into the hands of the knock-off black-market, or worse, less-than-cool celebs.

Burberry's move was met with widespread criticism, as has their newly-revamped branding, at least according to comments on social media.

After seeing the new logo and monogram Instagram user lorettamartinelli said, "Why?! No need to change such iconic logo. Really not sure about the new one.....why?" while tch.my added, "So disappointing!! OMG.... It ruins Burberry's brand image!"

Over on Twitter, the general opinion was the same.

Ouch. Image: Twitter/@Burberry.

Burberry's Chief Creative Officer Ricardo Tisci worked with renowned graphic designer Peter Saville to develop both the new logo and monogram .

Saville opted to use a clean, bold sans-serif font for the new logo, replacing the more elaborate typeface used in the existing logo. It's the biggest change to the logo since the brand dropped the 's' on the end of 'Burberry's' in 1999.

The monogram received a far significant makeover, with Saville scrapping the brand's iconic red and tan plaid for an orange and fawn-coloured interlocking design.

So does Burberry's logo overhaul have anything to do with wanting to make a fresh start? Or is it just coincidence that this major revamp comes a few weeks after the brand's widely-publicised stuff-up?

Dee Madigan, advertising expert and Executive Creative Director of marketing and advertising agency Campaign Edge, told ten daily that the two are unlikely to be related.

"Rebranding an iconic brand and then rolling it out takes months not weeks," she said, thereby debunking any theories around a link between the clothes burning incident and the brand refresh.

Madigan did point out the strategy behind the decision to publish the email communication between Tisci and graphic designer Saville which shows that the new designs took four weeks to make.

"Burberry have preempted accusations that their rebrand is in response to the ‘Clothes Burning’ stories in July by releasing emails showing that the rebranding exercise started in March. And that sounds about right," Madigan said.

An alternate reason behind the refresh might be a bid to attract a new customer base in order to boost revenue. The 162-year-old brand has seen strong growth since 2010, however global revenue has dipped from about $4858 million to $4800 million over the past year.

Theories about PR cover-ups and flagging sales aside, it looks like people simply don't like the brand's new look. User boognish9 summed up the prevailing sentiment on social media saying, "Saville wanted four months for this garbage? It literally looks like it was done in four seconds in Microsoft Word."

Tisci, who took the reigns at Burberry in March 2018 after departing French fashion house Givenchy the previous year, called the revamp a "new visual language for the house" in a comment on Instagram.

The Burberry logo and monogram as they appeared before the revamp in 2018. Image: Instagram/@cheekyscloset88.

There's speculation around whether the brand will stick by its makeover considering major fashion chain GAP's spectacular back flip in 2010 when they scrapped their new logo just days after its unveiling due to widespread criticism.

There isn't that long to wait to see if the rebranding will last the distance as Tisci is set to make his highly-anticipated London Fashion Week runway show debut this September.

Feature image: Twitter/@Burberry.