Fashion has always been reliant on the logo - it's known that a change in typeface can reinvent a brand, foster fresh appeal for a publication, and communicate brand values in little to no words at all. Burberry's choice to add another layer to their newly-invented TB monogram logo by spreading it across different landscapes opens a new chapter for the English heritage brand while also ensuring its present codes align with its history, one that's synonymous with adventure nature.
First unveiled in August 2018 and designed by Peter Saville and Riccardo Tisci, the youthful and vibrant TB monogram logo has been placed at the centre of Burberry's latest collection. Accompanying the collection is a campaign that explores the brand's adventurous history, presented through a story that combines nature with technology. Celebrating the logo across four different landscapes - one of which sees the iconic TB print made up of different pebbles and rocks on the beach - the campaign pays homage to the brand's previous collection (which comprised of womenswear, menswear and unisex pieces, including nylon coats and jackets) and campaign, fronted by Naomi Campbell last July.
Each interpretation of the logo featured in the campaign brings together different landscapes across the world, from a drone performance over Taylor Park Reservoir in Colorado and a unique rock sculpture that graces the sands of Newgate Beach in South Wales to paramotors guided by TB Summer Monogram sails, gliding across the Chaka Salt Lake. Each landscape challenges the logo and puts it in a new light, simultaneously connecting Burberry's past, present and future.
Understanding the importance a new updated logo can bring to a brand, SHOWstudio's very own logo, also designed by Peter Saville, recently went through a makeover. Upon inviting digital artists and designers Zach Lieberman and Dirk Koy to add a Surrealist stamp on our logo, showing it in movement rather than a static image, SHOWstudio's Christina Donoghue interviewed Saville about the different components that make up modern graphic design, from taking inspiration in the art movements of the early 20th century to the importance of typography in the contemporary era.