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Burberry has un­veiled its first logo re­fresh in 20 years from de­signer Ric­cardo Tisci. De­vel­oped in col­lab­o­ra­tion with the renowned Bri­tish art di­rec­tor and graphic de­signer Peter Sav­ille — best known for his New Or­der and Joy Di­vi­sion record sleeves, and more re­cently, his work for Calvin Klein. The new mark says "Burberry Lon­don Eng­land" in bold type and the brand has also re­vealed a mono­gram print that dis­plays in­ter­twined T's and B's in honor of its founder, Thomas Burberry. The pre­vi­ous logo, which saw Burberry drop the "S" from its name, was de­signed by Fa­bien Baron in 1999. The new logo re­places the all-caps, serif style with a sans-serif, bold text on a honey beige back­ground. The new vis­ual iden­tity comes five months af­ter Tisci took the cre­ative helm at Burberry and fol­low­ing the ar­rival of Chief ex­ec­u­tive Marco Gob­betti, who joined the com­pany in July 2017 an­nounc­ing a 5-year plan to re­po­si­tion Burberry as a gen­uine lux­ury player and re-en­er­gise a brand whose sales growth has sig­nif­i­cantly lagged ri­vals LVMH. 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. In the mean­time, Tisci will show his first full col­lec­tion for Burberry in Septem­ber 2018.

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