Burberry is a British luxury fashion house that designs ready-to-wear outerwear, accessories, and cosmetics. Founded in 1856, it is famous for its iconic trench coats and signature tartan pattern.
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1901–1968
Burberrys founding mark
The Equestrian Knight Design won a public competition held circa 1901, featuring a mounted knight carrying a banner inscribed with the Latin word 'Prorsum,' meaning 'forwards.' Thomas Burberry registered the emblem in 1904, pairing it with the 'Burberrys' wordmark to establish the house's first formal identity.
1968–1999
Burberrys serif wordmark
A refined typographic wordmark in a structured serif face replaced the earlier design, retaining the Burberrys name while reducing the visual weight of the knight emblem. The mark held for three decades as the house expanded into international retail.
1999–2018
Burberry Fabien Baron
Designed by Fabien Baron
When Rose Marie Bravo became chief executive, she engaged Fabien Baron and Baron and Baron to overhaul the brand. The 'S' was dropped from 'Burberrys,' the wordmark shifted to a Bodoni-influenced all-caps serif, and the Equestrian Knight was redrawn with a white-outlined rider against a dark ground.
2018–2023
Peter Saville sans-serif
Designed by Peter Saville
Commissioned by incoming chief creative officer Riccardo Tisci in March 2018, Peter Saville produced the rebrand in four weeks. The Equestrian Knight was retired after 117 years and replaced by a geometric sans-serif wordmark in all capitals, accompanied by an interlocking TB monogram derived from founder Thomas Burberry's initials.
2023–present · current
Daniel Lee serif revival
Revealed on 6 February 2023 at the start of Daniel Lee's tenure as chief creative officer, the identity returned to a serif wordmark drawn from the house's archive. The Equestrian Knight was reinstated alongside it, with a new rendering of the charging knight referencing the 1901 competition entry.
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