Displeased response from designer of previous Burberry logo, amid praise for brand's recent rebranding efforts.
When Burberry unveiled its 2023 rebrand, we were impressed by the new equestrian knight logo, a standout example of the heritage trend. This change marked a welcome departure from the minimal, sans-serif wordmarks that had been popular in the past. Yet, the designer behind the original logo recently criticized the rebrand as reckless.
In 2018, Burberry introduced a simplified wordmark designed by Peter Saville. Known for its minimal approach, this logo was a target for critics, some claiming it signaled the 'death of brands.' However, Saville now thinks it was axed prematurely.
In an interview with Dezeen, Saville expressed his dissatisfaction with the 2023 rebrand, labeling it as "irresponsible." Interestingly, he admires the throwback logo designed by Daniel Lee, but the issue seems to be with the timing of the rebrand. Saville, in his opinion, a "management mistake," claims the new identity was launched before his own had even reached all stores. This, he argues, led to a confusing state where customers could have encountered "three different Burberrys."
Saville's remarks spark a question: how soon is too soon for a rebrand? The controversial rebrand of Jaguar in 2022 raises this issue, with many suggesting a rollback or replacement. Yet, even a divisive identity might be preferable to two conflicting ones.
The ideal timeline for a brand to rebrand or redesign is usually every 7 to 10 years. This interval provides the perfect balance for staying relevant in a dynamic market while capitalizing on the brand's existing identity and assets before investing in a significant overhaul.Brands like Burberry and Jaguar have followed this advice, spacing out their rebrand updates to coincide with strategic shifts or market positioning changes, rather than frequent, quick changes.
Waiting at least seven to ten years between rebrands lets a brand maximize its existing assets and ensures the new branding makes a lasting impact. Rebranding too frequently, within a few years for instance, can confuse customers, dilute brand equity, or appear inconsistent. It can also squander the investment made in the previous redesign and undermine brand recognition efforts.
- Saville's dissatisfaction with Burberry's 2023 rebrand led him to label it as "irresponsible," expressing his views in an interview with Dezeen.
- The designer behind Burberry's original equestrian knight logo, Daniel Lee, designed a throwback logo that Saville admires, but he criticizes the timing of its launch.
- Saville argues that the 2023 rebrand was a "management mistake," as it was launched before his own design had reached all stores, potentially causing confusion among customers.
- Brands like Burberry and Jaguar have understood the importance of a strategic approach to rebranding, spacing out updates every 7 to 10 years to coincide with market positioning changes or strategic shifts.
- A rebrand or redesign every 7 to 10 years provides the right balance for remaining relevant in a dynamic market while capitalizing on the brand's existing identity and assets before investing in a significant overhaul.
- Rebranding too frequently, within a few years, can result in confusion for customers, dilute brand equity, appear inconsistent, squander investment, and undermine brand recognition efforts.
- In an article discussing the controversial rebrand of Jaguar in 2022, the question of how soon is too soon for a rebrand came to the forefront, with some suggesting a rollback or replacement.
- Despite the controversy surrounding a divisive identity, it may still be preferable to two conflicting ones, as seen in the case of Burberry's rebrand, where the original and the new identities coexisted, potentially causing confusion.
