British luxury brand Burberry is diving deep into its past with a new campaign, inspired by an archival logo that has been in existence for more than a century. It was first conceived through a public competition in 1901 to design a new logo for Burberry, which it won.
The contemporary imagery incorporates an "equestrian knight motif" and a serif typeface. As one may imagine, the archival logo release came with an announcement, signaling a new era of design for the heritage label with chief creative officer Daniel Lee at the helm. Lee received this position in October 2022. The knight motif debuted alongside campaign imagery on social media platforms like Instagram. Naturally, the archival logo ties stronger connections to the luxury fashion label's robust history.
Revived Archival Logos
Burberry's New Campaign Features an Archive-Inspired Logo
Trend Themes
1. Archival Logo Revivals - Brands are leveraging their rich history by reviving and incorporating archival logos into contemporary imagery, providing opportunities for disruptive innovation in brand identity design.
2. Heritage Design Trends - Heritage design is growing in popularity, as brands seek to connect with consumers through nostalgia and tradition, creating opportunities for disruptive innovation in branding efforts.
3. Serif Typeface Resurgence - Serif typeface is making a comeback in fashion branding, providing opportunities for disruptive innovation in typography and graphic design.
Industry Implications
1. Luxury Fashion Industry - Luxury fashion brands are leading the way in the revival of archival logos, providing opportunities for disruptive innovation in brand identity design and marketing strategies.
2. Graphic Design Industry - The revival of archival logos and the resurgence of serif typeface provide opportunities for disruptive innovation in graphic design, particularly in logo and typography design.
3. Marketing and Advertising Industry - The use of archival logos and heritage design is becoming a popular trend in marketing and advertising, presenting opportunities for disruptive innovation in brand storytelling and consumer engagement.