Burberry's 2023 rebrand introduced a heritage logo, the 'equestrian knight' from 1901, marking a shift away from minimalism. However, former designer Peter Saville criticized this move as 'reckless,' highlighting concerns over the timing of the rebrand. Saville noted that the new branding was implemented before his previous design had fully rolled out, potentially leading to brand confusion. He advocates for careful timing in rebranding to ensure a coherent identity, suggesting that having multiple conflicting versions of a brand can lead to greater confusion for consumers.
Burberry's 2023 rebrand, showcasing a heritage logo, reflects a departure from minimalism, yet former designer Saville deems its timing 'reckless' and 'irresponsible'.
Saville expressed that rebranding should never be rushed, emphasizing the importance of coherence in brand identity over embracing frequent changes.
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