Is the new Burberry logo a success?
I was surprised to read that Burberry have not changed their brand identity for 20 years – because in almost every other respect Burberry have been trailblazers in marrying tech’ modernity and classic style, especially under the guidance of Angela Arendts (who left to go to another style icon – Apple)
Brands that are seemingly unchanged for many years are almost always revealed, on closer inspection to have been changing all the time. Every year (or other year) brings a tweak to the visual identity. Try googling other classic brands, such as Coke or Apple, and you will find that the logo has changed considerably when early versions and most recent incarnations are viewed side by side. These changes are not made in big leaps – but regular small evolutions of identity to keep it fresh (see images below; you too can play this game – just do a Google image search for ‘changes to (insert brand) logo’.