{"id":6224,"date":"2018-08-04T14:44:42","date_gmt":"2018-08-04T14:44:42","guid":{"rendered":"https:\/\/www.hannahgladwin.com\/?p=6224"},"modified":"2018-10-03T16:19:21","modified_gmt":"2018-10-03T16:19:21","slug":"is-burberry-making-a-mistake-fashion-fail","status":"publish","type":"post","link":"https:\/\/hannahgladwin.com\/home\/is-burberry-making-a-mistake-fashion-fail\/","title":{"rendered":"Is Burberry making a mistake? | Fashion fail"},"content":{"rendered":"

Is Riccardo Tisci going to f*ck up Burberry?<\/h1>\n

This is the second time that Burberry has been at the forefront of fashion news this fortnight. The first time for their disposal of their left-over stock<\/a>. That’s another issue which I actually wanted to write about. But, this may surprise you… The second piece of news – the controversial logo change – now THAT \u00a0has triggered me more than all of Burberry’s burning clothes.<\/p>\n

THIS IS THE NEW BURBERRY LOGO (be prepared to be underwhelmed):<\/p>\n

\"\"<\/p>\n

If you like this new logo, then your opinion is WRONG! \ud83d\ude1b<\/p>\n

Let me tell you why.<\/p>\n

Christopher Bailey would not have committed such a crime when he was at the helm of Burberry.<\/h2>\n
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To me, this logo change doesn’t seem to about Burberry. It screams ego-trip. It’s a power move<\/strong> by Tisci<\/p>\n<\/blockquote>\n

What is it with new Creative Directors coming into historic brands and the\u00a0first\u00a0<\/em>thing they do is rebrand? Sometimes it’s needed. Burberry could use an overhaul in some areas of their public image, but one thing it did not<\/em> need is a brand new logo.<\/p>\n

Part of their brand identity is heritage and history. This logo<\/strong> is what translates that to me:<\/p>\n

\"\"<\/p>\n

My issue isn’t necessarily with Tisci trying to modernise and bring the brand into 2018. Maybe if the new logo was still a serif font I’d have less vexation.<\/p>\n

The issue here is that:<\/h3>\n
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  1. The sans-serif just is too over-simplified to translate the luxury and history that Burberry is meant to be all about. I get that many other luxury brands use serif, but there is something about this logo that’s not fitting for Burberry.<\/li>\n
  2. This took four weeks to design. Come on now. Apparently, this project actually needed four months! FOUR. MONTHS. To design this… Okay then.<\/li>\n
  3. Where is the creativity? It looks like a watered down version of every. other. new. logo. out there.<\/li>\n
  4. Following on from this, I feel like these rebranded logos have become a meme of their own. We have Hedi Slimane changing Yves Saint Laurent<\/strong>‘s beautiful script into the plain ‘Saint Laurent’ that we have today. Raf Simmons just changed Calvin Klein’s logo<\/strong>, which was designed by\u00a0Peter Saville, who, surprise suprise, has designed this new Burberry logo. I mean, just look at how diverse he can be…<\/li>\n<\/ol>\n

    \"\"We also have C\u00e9line, Balenciaga, Diane Von Furstenburg… (the list goes on)\u00a0<\/strong>with similar looking logos. To me, this new logo is this meme:<\/p>\n

    \"Can<\/h3>\n

    Even the new monogram is blah. Why do they need a monogram? We already have the iconic Burberry check. This monogram just looks like a souk’s version of Louis Vuitton and Goyard mashed together.<\/p>\n

     <\/p>\n

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    The #ThomasBurberry<\/a> Monogram pattern revealed #Burberry<\/a> https:\/\/t.co\/Gft6ZZm5hK<\/a> pic.twitter.com\/ADe6tfcfwA<\/a><\/p>\n

    \u2014 Burberry (@Burberry) August 2, 2018<\/a><\/p><\/blockquote>\n