2018 has shown an appetite for the past and there’s been a resurgence of the monogram trend and loud luxury. Not since the early noughties has there been more presence of bold logos than now. Some of us might remember a time before social media when statement ‘IT’ bags and ready to wear labels were worn loud and proud. But post economic downturn saw a shift in luxury and premium codes becoming more subtle and understated. And now as fashion goes full circle maybe Burberry are just following suit behind other big fashion houses (Fendi, Dior, Gucci).
Logo or no go: the big Burberry debate
Associate Director, London
Missy Elliot 2004 in monogram Christian Dior, and Rihanna 2018 in Gucci monogram
Kylie Jenner, Fendi monogram 2018
So is this a case of jumping on the bandwagon or a moment of genius? Some have speculated that the intention was to drive appeal amongst Millennials by abandoning old imagery and authenticity. When in fact it’s authenticity and individuality which are central to the appeal of luxury brands for many of this cohort! This is undoubtedly a case of an iconic brand taking a risk by neglecting its distinctive brand assets.
Let’s not forget, Burberry has successfully reinvented itself before – who can forget ‘chav check’ (Goldie Lookin Chain anyone?). After becoming a victim of its own success and spawning an industry of counterfeits synonymous with anti-social behaviour, the brand managed to turn itself around and reaffirm itself once again as high-end luxury.
No doubt the way the logo will be deployed across the brand’s numerous touchpoints will be key. The days of a flat logo are gone – in this digital, multi-touchpoint age, identities are flexible and adapt to different applications, so how they build richness and emotion around this new ID will be central to Burberry’s success.
But not everyone is questioning this move – experts in the field continue to debate;
Whether it’s a highly strategic move from this iconic brand remains to be seen. In the meantime we’ll be waiting on tenterhooks to see how the new Burberry will translate to the catwalk, with London fashion week in September set to reveal all!