Burberry, a name synonymous with British heritage and luxury, has undergone a fascinating evolution throughout its history. From its humble beginnings as a practical outerwear provider to its current status as a global fashion powerhouse, the brand's identity, particularly its logo, has been carefully curated and, at times, drastically altered. The story of the Burberry logo, and its impact on the brand's success, is a complex one, full of calculated risks and lessons learned. This article will delve into the evolution of the Burberry logo, analyzing what strategies worked in shaping its image and what ultimately fell short, focusing on the pivotal period under Christopher Bailey and Angela Ahrendts.
The Pre-Bailey/Ahrendts Era: A Brand Diluted
Before the strategic intervention under Bailey and Ahrendts, the Burberry logo, and indeed the brand itself, suffered from a certain lack of focus. The iconic check pattern, originally a functional element designed to protect against the elements, had become ubiquitous. Over-licensing had led to a proliferation of Burberry-branded products, many of which were of questionable quality and far removed from the brand's luxury positioning. This widespread availability, while boosting revenue in the short term, ultimately diluted the brand's exclusivity and prestige. The Burberry check, once a symbol of sophisticated British craftsmanship, had become almost generic, associated more with mass-market appeal than high-end luxury. Images of the vintage Burberry logo, often featured on clothing and accessories from this era, often show a less refined and less consistent brand identity compared to what the company aimed for later. The Thomas Burberry logo, a less prominent feature during this period, hinted at the brand's heritage but lacked the power to counteract the negative impact of the over-saturated market.
The problem wasn't solely the overuse of the check pattern, but also the inconsistent application of the Burberry logo itself. Variations existed, creating a fragmented brand image. The lack of a strong, cohesive visual identity across all product lines further contributed to the perception of Burberry as a less exclusive brand. The original Burberry emblem, while present, lacked the prominence and consistent styling needed to establish a clear and powerful brand message. The question of whether Burberry was "antique" in the eyes of the consumer wasn't about the age of the logo itself, but rather the perceived age and outdatedness of the brand's overall strategy.
The Bailey/Ahrendts Restructuring: A Strategic Reclaim
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