Riccardo Tisci’s debut Burberry collection will only hit the runway this September. Meanwhile, Tisci had already taken to Instagram to unveil the new house logo and monogram for the British Heritage brand.

This rebranding was developed by Riccardo Tisci in collaboration with Design legend Peter Saville, famously known for his New Order and Joy Division record sleeves. The same man who Raf Simons tasked to give Calvin Klein a fresh new minimalistic look. And now, his work with Burberry will only further cement his influential status in the fashion world.

The Riccardo Tisci Era at Burberry Takes Form

https://www.instagram.com/p/Bl-VwDsHVvP/?taken-by=burberry

The new logo is a stark contrast from the previous softer, rounder font. It now features a bolded sans serif text reading “Burberry London England”. According to Business of Fashion, this is the first time the Maison has changed their logo in two decades. The last logo rebranding was in 1999 when the brand dropped the letter S from “Burberry’s”.

https://www.instagram.com/p/Bl-Oyqinlvb/?taken-by=burberry

The Monogram, on the other hand, is a graphical take presenting an interlocking TB Pattern, as a tribute to the founder Thomas Burberry. Documented on Tisci’s personal Instagram story, revealed the email exchange between Saville and himself that led to the creation of the monogram – which although newly designed, was derived from a 1908 monogram design for Thomas Burberry.

The redefined graphic identity is already in use on Burberry’s digital presence and it is expected to be used in new advertising campaigns. That said, there is no word on the Burberry signature check print yet, leaving only Tisci’s first show in London this September to gauge for the brand’s directions.

To Riccardo Tisci, the fresh branding is not just about a new face for the luxury fashion house. It is a new era for the luxury fashion scene. As luxury brands like Gucci and Fendi join the logomania revolution with their interlocking “G”s and double “F”s, Tisci is also leading Burberry to change their tack to feed the current commercialism and consumption. For now, it seems like Burberry is headed in the right direction with its red carpet couture pieces and luxury athletic wear favoured by mega-celebrities like Beyoncé.