First time in 20 years marks the first time the brand has changed its logo originally designed by Fabien Baron in 1999. Chief creative officer Riccardo Tisci took to his personal Instagram Stories to present a new logo  replacing the previous one.

Riccardo developed the new logo in collaboration with the renowned British art director and graphic designer Peter Saville more recently known for his work for Calvin Klein under Raf Simons. Tisci’s was inspired after visit to the house’s archive, "especially a logo from 1908 and a Thomas Burberry monogram," according to an email correspondence between the two creatives, which Tisci shared on social media. The logo and monogram print will appear across all Burberry channels and in a new advertising campaign.

Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper's apprentice, opened his own store in Basingstoke, Hampshire, England. ... In 1879, Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving.