Equestrian Knight Resurrected
Under the direction of Daniel Lee, new creative director at Burberry, the quintessentially British fashion brand unveils a new serifed wordmark as well as a promotional campaign that brings back its long lost Equestrian Knight design. The previous logo, a minimal sans-serif design introduced in 2018, was intended to emphasize the utilitarian and be easier to reproduce. But Lee has decided to reintroduce a serifed logo once again, as well as to resurrect the brand’s equestrian knight logo, created “circa 1901” and featuring the Latin word “Prorsum” meaning “Forward.”
The new branding is described by the company as “a modern take on British luxury” and “a new chapter.” Some commentators are already theorizing that Burberry’s move may signal a transition among fashion lines away from sans-serifs, and back to more flourish and personality.
The new campaign was photographed by Tyrone Lebon, and features a host of well-known Brits such as rappers Shygirl, John Glacier, and Skepta, plus models Liberty Ross and Lennon Gallagher. There are also a few ambiance shots in the mix, including one of a red fox pacing a sidewalk.