Why Did Burberry Rebrand (Again)? The Real Reason Behind the 2023 Visual Identity Shift

Why Did Burberry Rebrand (Again)? The Real Reason Behind the 2023 Visual Identity Shift

Burberry has done it again. After a striking rebrand in 2018, the British luxury house revealed a completely new identity in 2023—this time embracing its heritage rather than running from it. What’s really behind this major branding pivot? And what can we learn from a brand caught between modernity and legacy?

Let’s dive into the evolution of Burberry’s visual identity, from bold minimalism to neo-retro nostalgia—and uncover the real secret behind its 2023 rebrand.

1. A Brief History of Burberry: From Raincoats to Runways

Founded in 1856 by Thomas Burberry, the brand began as a manufacturer of durable outerwear for unpredictable British weather. Its revolutionary invention—gabardine, a waterproof yet breathable fabric—cemented its reputation in functional fashion.

Over the decades, Burberry transitioned from utilitarian gear to luxury icon, recognized for its signature trench coat, iconic check pattern, and classic British elegance. Today, it operates globally in over 50 countries, with flagship stores in major cities like London, New York, Paris, and Tokyo.

2. The 2018 Rebrand: Riccardo Tisci’s Vision of Modern Luxury

In 2018, Riccardo Tisci—known for his bold, edgy aesthetic at Givenchy—was appointed as Burberry’s Chief Creative Officer. With him came a drastic visual transformation, intended to modernize the brand and reposition it for a younger, digitally native audience.

The new logo, unveiled just weeks after his appointment, was designed by Peter Saville (also known for working with Calvin Klein and other major brands). Gone was the intricate “equestrian knight” emblem. In its place: a bold, all-caps sans-serif wordmark, and a clean monogram, the “TB” logo, referencing Thomas Burberry’s initials.

Why the Change?

Tisci aimed to push Burberry into the contemporary fashion arena, aligning it with peers like Balenciaga and Saint Laurent, who had already stripped down their logos. The minimalist design was meant to:

• Be instantly recognizable in digital formats

• Feel clean, modern, and international

• Distance the brand from its “dusty British heritage” and reframe it as global, progressive, and edgy

The Reaction?

The rebrand generated massive buzz—but also significant criticism. Many saw it as falling into the trap of “blanding”—a term used to describe luxury brands abandoning unique heritage in favor of generic, sans-serif logos that all look the same.

While the digital-readiness and modernity were clear, some fans and creatives felt Burberry had erased part of its soul in an attempt to chase trends.

3. The 2023 Rebrand: Daniel Lee’s Return to Heritage

In 2022, Daniel Lee—formerly at Bottega Veneta—took the creative helm at Burberry, and by early 2023, a new visual identity was unveiled.

The brand had done a complete 180.

The modernist sans-serif logo was gone. In its place: a revival of the 1901 “Equestrian Knight Design”, modernized in a bold electric blue. The typography returned to serif roots, soft and archival-inspired, evoking the elegance of early 20th-century British design.

Why This Direction?

Lee made it clear: Burberry is British—and that should be celebrated, not erased. In interviews, he spoke of the importance of anchoring the brand in “Britishness, culture, heritage, and pride.” The return to the knight emblem—holding a flag inscribed with “Prorsum” (Latin for “forward”)—symbolized exactly that: a forward-facing vision rooted in the past.

This rebrand wasn’t about nostalgia for nostalgia’s sake. It was strategic:

• Reclaiming the brand’s distinctive visual DNA

• Distancing Burberry from the “blanding” era

• Reinforcing a luxury positioning through emblematic storytelling

And while the knight design had once been dropped for being “too old-fashioned,” in 2023, it now felt fresh—in part because so many competitors had gone in the opposite direction.

4. The Real Reason Behind Burberry’s 2023 Rebrand

At the core, Burberry’s 2023 rebrand is a response to criticism—and a bold move against sameness.

While the 2018 rebrand modernized Burberry for digital life, it also removed too much of what made the brand unique. The 2023 redesign is a course correction, a statement of self-assurance: “We know who we are, and we’re not afraid to show it.”

Rather than follow the wave of minimalism, Burberry is now doubling down on storytelling, symbolism, and cultural pride.

5. Should You Rebrand Like Burberry?

Yes, if your brand needs to evolve, stay relevant, or better reflect its current audience or mission.

But be cautious. Don’t rebrand just because it’s trendy. Burberry’s 2023 success lies in its clarity of purpose—they returned to their roots not to play it safe, but to stand out.

If your brand has heritage, character, or a story worth telling—lean into it. Rebranding should always be strategic, intentional, and reflective of long-term goals.

6. Final Thoughts: Legacy, Identity, and the Power of Design

Burberry’s transformation from 2018 to 2023 is a fascinating case study in how brands navigate identity in the age of visual overload. From Riccardo Tisci’s bold break from tradition to Daniel Lee’s revival of British codes, it’s clear that design is never just about aesthetics—it’s about values, vision, and voice.

And while trends come and go, the brands that last are the ones who know when to evolve—and when to come home.