Rebrands and case studies

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Burberry, 2018

Lesson 4 of 9 in Rebrands and case studies.

Burberry - Brand Experts react to the Rebranding (de-branding) · The Brand Review by Hyperfocus
Lesson

They replaced a drawing nobody else could use with a very good typeface. Five years later they took it back.

The Burberry wordmark introduced in 2018: BURBERRY in heavy black sans-serif capitals, with LONDON ENGLAND set much smaller and centred beneath it.
Burberry's 2018 wordmark in heavy black capitals. The knight on horseback and the serif letters were set aside for a plain sans-serif.Burberry wordmark. Burberry Group.Wikimedia Commons/Public domainTrademark of its owner
The Burberry Equestrian Knight device: a knight in armour on a galloping horse, carrying a lance and a pennant lettered PRORSUM, drawn entirely in solid black line, above BURBERRY in widely spaced serif capitals and the words ESTABLISHED 1856.
The Burberry knight on horseback above the name in serif capitals, the lockup that the 2018 wordmark replaced.Burberry Equestrian Knight lockup. Burberry Group.Wikimedia Commons/Public domainTrademark of its owner
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  1. Question 1, locked

    After 2018, Burberry's bold sans sat beside Balenciaga, Berluti and Balmain, who had all flattened the same way. What does the lesson say Burberry became?

    • The clear leader of a new British fashion look
    • A house whose two-hundred-year story read more clearly
    • Just one member of a category
    • A brand nobody could copy, thanks to Saville's spacing
  2. Question 2, locked

    The lesson says its strongest evidence about the 2018 change is behavioural, not aesthetic. What is that evidence?

    • Sales of scarves and bags fell after the 2018 launch
    • Burberry brought the knight back in 2023, to relief
    • Designers criticised the TB monogram as weak
    • Other fashion houses refused to flatten their logos
  3. Question 3, locked

    The Equestrian Knight was over-detailed and hard to reproduce small. Why does the lesson still treat it as the more valuable mark?

    • It was the most elegant option the house had
    • It worked well as an app icon on a phone
    • It could be turned into a repeat pattern easily
    • It was the one nobody else could have

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