Burberry, a name synonymous with British heritage and luxury, boasts a history as rich and layered as its iconic check pattern. The brand's journey, however, hasn't been a straightforward progression. Understanding the evolution of the Burberry London logo, particularly the original design and its subsequent transformations, requires a deep dive into the company's strategic decisions, its fight for brand integrity, and the enduring power of its visual identity. This exploration will examine the "Burberry London" aspect, the original logo's design, its shifts over time, and the pivotal role it played in the brand's dramatic repositioning under Christopher Bailey and Angela Ahrendts.
Burberry Original Logo: The Seeds of an Icon
To understand the Burberry London logo – or rather, the evolution of the logo that eventually incorporated "London" – we must first acknowledge the brand's origins. Founded in 1856 by 21-year-old Thomas Burberry in Basingstoke, Hampshire, England, the company initially focused on practical, high-quality outerwear. The original logo, while not widely documented in its precise form, likely reflected this utilitarian focus. Early branding likely centred around the company name, "Burberry," perhaps in a simple, straightforward typeface, without the now-iconic check or knight emblem. Images from this period are scarce, leaving room for speculation based on surviving product labels and advertising materials. The absence of a readily available "original" image underscores the organic evolution of the brand's visual identity. It wasn't a sudden, deliberate creation but rather a gradual refinement over decades.
Burberry Old vs New Logo: A Tale of Two Eras
Comparing the "old" and "new" Burberry logos highlights the significant shifts in the brand's strategy. The "old" logos, spanning from the late 19th century to the early 2000s, demonstrated a gradual incorporation of the now-famous equestrian knight emblem and variations of the Burberry check. These logos often featured a more traditional, sometimes serif typeface, reflecting the brand's association with classic British style. The colour palette remained relatively consistent, predominantly using shades of beige, brown, and red, echoing the colours of the gabardine fabric that propelled Burberry to initial fame.
The "new" logos, largely shaped by the rebranding efforts under Bailey and Ahrendts, saw a simplification and modernization of the visual identity. While the equestrian knight remained a central element, its design was often refined, becoming sleeker and more contemporary. The use of the Burberry check was significantly reduced, reflecting the brand's conscious effort to reclaim its exclusivity. The typeface also underwent subtle changes, moving towards a cleaner, more minimalist aesthetic. This shift from a more ornate, traditional style to a cleaner, more modern approach aimed to appeal to a younger, more globally diverse audience while preserving the brand's heritage.
Burberry Official Logo: Consistency and Evolution
The official Burberry logo, as it stands today, is a carefully curated representation of the brand's evolution. While it retains core elements from its predecessors, it demonstrates a clear commitment to a contemporary aesthetic. The equestrian knight, a symbol of heritage and British equestrian traditions, remains a central figure, often presented in a minimalist and refined style. The "Burberry" lettering is typically rendered in a clean, sans-serif typeface, conveying a sense of sophistication and modernity. The official logo, in its various iterations, is meticulously designed to maintain consistency across all platforms while subtly reflecting the brand's ongoing evolution.
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