Say Hello to Burberry 3.0 Under Creative Genius; Daniel Lee
It’s happening again! Just four years after the world's biggest brands decided to go completely minimal (in terms of graphic design) we are seeing a new rebrand. One that challenges all modern rules.
Modernity, meet tradition.
Just a few months ago Britain's luxury house, Burberry, announced the departure of creative director Ricardo Tisci unveiling its successor; Daniel Lee. A design prodigy who is responsible for major bestseller items and a genius at rebranding.
Photo: Tyrone Lebon via Hypebeast
He single-handedly took Bottega Veneta, an Italian luxury house, into worldwide stardom. His designs became immediate fan favorites, with his most memorable designs including the Pouch bag, the Cassette bag, the iconic Bottega green hue, the Lido sandals and my favorite the Jodie bag.
The highly anticipated, very anxious wait finally came to an end as Daniel Lee’s new Burberry was presented to the world. One of Tisci’s biggest moves at Burberry was the creation of a new logo, one created in collaboration with designers Saville. This new artistic visual direction set Burberry as more of a commercial brand who leaned towards heavy logo marketing and streetwear. Something I can predict will completely change under Lee’s creative direction. Now, Tisci managed to position Burberry amongst the highest earning brands and Lee is expected to push that even further. I mean this is a 5 billion dollar rebrand after all so no small accomplishments are expected.
Lee started off strong as he changed Tisci’s TB logo, which stands for Thomas Burberry, with a logo made more than 100 years ago. A whimsical, old-world Burberry logo made in 1901. We are talking about the Prorsum Equestrian logo which was a winning entry of a public competition back in 1901 and recently exhumed from the brands deep archives.
Photo: Tyrone Lebon via Hypebeast
In this modern era introducing a long heritage iconography could be a big miss, but once again Daniel Lee knows what he is doing and Burberry’s new logo was very well received.
The new highly detailed logo somehow feels fresh and nostalgic. The logo paired with the new delicate, curled serif against Tyrone Lebone fantastic photography demonstrates a fantastic new visual of how Burberry reinterprets tradition with edge.
As its new logo says - Prorsum - and in fact Burberry is moving forward taking with them its beloved heritage, high quality and design value.
Photo: Tyrone Lebon via Hypebeast
We’ve yet to see what Lee has in store in terms of designs which we will be seeing real soon. His creative director debut will take place at London Fashion Week later this month and from the creative expression from this first campaign we can expect trench coats, tartan patterns and a lot of British personality.
It's a new start, quite literally as its Instagram was whipped clean, and Lee’s new creative campaign was posted. It all feels very traditional-with-a-twist with Shygirl, Skepta, John Glacier, Liberty Ross and Lennon Gallagher are portrayed up close and personal with a hint of Burrebry’s traditional sleek and clean aesthetic.
Burberry’s new photographic language set the bar way up high for this new rebrand that immediately stands out, Daniel Lee you genius.