The year 2018 marked a pivotal moment in the history of Burberry, a brand synonymous with British heritage and sophisticated style. For decades, the iconic check and trench coat defined the brand's identity. However, under the leadership of new creative director Riccardo Tisci, formerly of Givenchy, Burberry embarked on a significant rebranding exercise, aiming to inject a fresh, contemporary energy into its image while retaining its core values. This rebrand wasn't merely a cosmetic change; it was a strategic repositioning designed to resonate with a new generation of consumers while still appealing to its loyal customer base. This article will delve into the intricacies of the 2018 Burberry rebrand, exploring its motivations, execution, and lasting impact, addressing key questions surrounding the changes, including the removal of labels, the dropping of "Prorsum," and the overall rationale behind the transformation.
Why Did Burberry Rebrand?
The decision to undertake such a comprehensive rebrand stemmed from a confluence of factors. While Burberry remained a globally recognized luxury brand, it faced challenges in maintaining its relevance and appeal, particularly amongst younger demographics. The brand's image, while steeped in tradition, had become somewhat stagnant, perceived by some as outdated or lacking the edge required to compete in the ever-evolving landscape of high-fashion. The market was increasingly saturated with luxury brands vying for attention, and Burberry needed to differentiate itself, to find a new voice and visual language to communicate its identity effectively.
Internal factors also played a crucial role. A change in creative direction was deemed necessary to inject new ideas and perspectives into the brand's design and marketing strategies. The appointment of Riccardo Tisci, known for his distinctive and often provocative aesthetic at Givenchy, signaled a clear intention to move away from the more classic, understated style that had characterized Burberry for many years. His vision was to create a more inclusive and diverse brand identity, reflecting the multicultural world and the evolving tastes of its consumers.
Furthermore, the luxury market itself was undergoing significant shifts. The rise of social media and digital marketing presented both opportunities and challenges. Burberry needed to adapt its communication strategies to connect with consumers in the digital sphere, creating a more engaging and interactive brand experience. The rebrand was part of a broader strategic initiative to leverage these new platforms and build stronger relationships with its target audience.
Riccardo Tisci and the New Visual Language:
Riccardo Tisci's appointment as creative director marked a significant departure from Burberry's past. His vision for the brand was bold and ambitious. He aimed to create a new visual language that was both respectful of Burberry's heritage and forward-looking in its aesthetic. This involved a complete overhaul of the brand's logo, typography, and overall visual identity. Tisci collaborated with renowned graphic designer Peter Saville, known for his work with bands like Joy Division and New Order, to create a new logo that would embody this vision.
The iconic Bodoni-style wordmark, a staple of the Burberry brand for many years, was replaced. The new logo featured a more contemporary and minimalist design, retaining the brand name but with a revised typeface and a slightly altered presentation. This change signaled a move away from the traditional and towards a more modern and streamlined aesthetic. The rebranding extended beyond the logo to encompass all aspects of the brand's visual identity, from packaging and store design to marketing materials and online presence.
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