Burberry Return to Heritage 2023
Before
Under Riccardo Tisci, Burberry adopted a clean sans-serif wordmark designed by Peter Saville — a stripped-back, all-caps logotype that deliberately distanced the brand from its heritage. The Equestrian Knight was removed from most applications. The aesthetic pivoted toward a streetwear-influenced, hype-driven visual language with monogram patterns and bold graphic treatments. While it generated cultural buzz, it also made Burberry visually indistinguishable from a dozen other fashion houses chasing the same audience.
After
New creative director Daniel Lee brought back the serif wordmark and restored the Equestrian Knight to prominence. The typography is a refined, high-contrast serif that signals confidence and permanence. The knight illustration was redrawn with more detail and craftsmanship than previous versions. The color palette returned to Burberry blues and heritage tans. The overall effect repositions Burberry as a brand rooted in British craft rather than chasing streetwear trends — a clear strategic signal about where the brand sees its future.
Editorial Verdict
One of the best examples of a brand course-correcting without looking indecisive. The sans-serif era was not a failure — it served a purpose in expanding awareness — but it ran its course. The return to serif and heritage cues feels earned rather than nostalgic. The Equestrian Knight restoration is particularly well handled, feeling contemporary rather than backward-looking.