Burberry has recently acquired a new logo that says "Burberry London England" in stark capital letters, replacing the softer, rounder font the company previously used. The brand also adopted a new monogram print featuring interlocking T's and B's—for its founder, Thomas Burberry.
The graphics were designed in collaboration with the British art director and graphic designer Peter Saville, who last year revamped the Calvin Klein logo with Raf Simons. The logo and monogram print recently began appearing across all of Burberry’s channels and in a new advertising campaign.
The new logo was adopted after recent public outrage over Burberry reportedly burning unsold clothing stock worth €28 million. The London-based brand, which joined Nike and H&M in an initiative to improve industry sustainability earlier this year, said the move was in an effort to protect against counterfeiters. Many consumers had voiced their disapproval, and ThredUp, an apparel resale site, penned an open letter it released on Instagram.
