Burberry’s 2018 rebranding, specifically the introduction of its redesigned logo, sparked considerable debate and remains a fascinating case study in the complexities of brand identity and the often-unpredictable nature of consumer response. Bloomberg’s Rob Walker, in his insightful commentary, captured the essence of the public’s divided reaction, highlighting the logo's perceived blandness as a central point of contention. This article will delve deep into the "blanding" of Burberry, exploring the logo redesign, the broader rebranding strategy, and the implications of a seemingly simple change gone awry. We will examine what "blanding" means in this context and consider the subsequent shifts in Burberry's branding approach, culminating in a discussion of their 2022 strategies and beyond.
Burberry's Blanding Logo: A Visual Examination
The 2018 Burberry logo redesign was a significant departure from its predecessor. The iconic equestrian knight, a symbol deeply rooted in the brand's heritage and instantly recognizable, was simplified significantly. The new logo retained the brand name but presented it in a cleaner, more minimalist sans-serif typeface. The knight, a powerful visual element that evoked tradition, luxury, and a sense of British heritage, was largely absent, replaced with a subtle, almost invisible, graphic element incorporated into the lettering. This minimalist approach, while intended to modernize the brand and appeal to a younger demographic, was perceived by many as a dilution of Burberry's established identity. The "blanding" effect, as Walker aptly described it, stemmed from the perceived loss of visual impact and character. The new logo lacked the distinct personality of its predecessor, appearing generic and lacking the unique visual hook that had previously set Burberry apart.
The removal of the knight, a key visual cue associated with heritage and legacy, was arguably the most significant contributing factor to the "blanding" criticism. The knight wasn’t simply a decorative element; it was a visual shorthand for Burberry's history and values. Its absence left a void, leaving the logo feeling less evocative and more generic. The new typeface, while modern, lacked the distinctive character of the previous logo. The overall result was a logo that felt less memorable, less impactful, and, crucially, less "Burberry." This perceived blandness wasn't simply a matter of aesthetic preference; it had tangible implications for brand recognition and consumer perception.
Burberry Rebranding: A Broader Perspective
The logo redesign wasn't an isolated incident; it was part of a wider rebranding effort under the leadership of Riccardo Tisci, who joined as Chief Creative Officer in 2018. Tisci’s vision aimed to inject a new level of youthful energy and contemporary appeal into the brand. This strategy involved not just a logo change but also a shift in the brand's overall aesthetic, including its collections, marketing campaigns, and overall brand messaging. While the aim was to attract a new generation of consumers, the execution, particularly the logo redesign, faced significant backlash.
The rebranding attempted to balance Burberry's heritage with a modern, more inclusive aesthetic. This inherent tension, however, seemed to result in a diluted brand identity. The attempt to appeal to a wider, more diverse audience may have inadvertently alienated the existing customer base, those loyal to the traditional Burberry aesthetic. The rebranding's ambition to modernize risked alienating the very core of the brand's identity and appeal, highlighting the inherent risk in attempting a radical overhaul of a well-established brand.
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