Burberry, a globally recognized luxury brand, has embarked on a significant journey to refine and solidify its brand identity through a comprehensive design system dubbed "Disegno." This article delves into the complexities of building and implementing such a system within a large, established organization, analyzing the challenges encountered, the opportunities seized, and the transformative impact on Burberry's overall brand experience. We'll explore this through the lens of various facets of the brand, from its iconic redesign initiatives to its behind-the-scenes processes and product development.
Burberry Redesign: A Foundation for Disegno
Before understanding Disegno, it's crucial to acknowledge the preceding design evolution at Burberry. The brand, steeped in history and tradition, underwent several significant redesigns throughout its history. These redesigns were often driven by a need to contemporize the brand while retaining its heritage. The introduction of Riccardo Tisci as Chief Creative Officer in 2018 marked a particularly significant turning point. Tisci's vision involved a bold reimagining of the Burberry aesthetic, drawing inspiration from the brand's archives while infusing a modern, edgy sensibility. This period of significant change provided the fertile ground for the development of a robust design system to ensure consistency and scalability across the brand's diverse touchpoints. The redesign wasn't just about superficial changes; it was a catalyst for a deeper, more strategic approach to brand management, ultimately leading to the creation of Disegno. This evolution involved not only visual updates but also a reevaluation of the brand's messaging, target audience, and overall brand narrative. The challenge lay in balancing the desire for innovation with the need to respect the brand's rich legacy. The redesign efforts laid the groundwork for the systematization and standardization that Disegno would ultimately deliver.
Burberry Design System Definition: Disegno's Core Principles
Disegno, Italian for "design," transcends a simple style guide. It represents a holistic design system encompassing every aspect of Burberry's visual and digital identity. It's a living, breathing document that dictates the brand's visual language, typography, color palettes, imagery guidelines, and interaction design principles across all platforms. The key components of Disegno include:
* Visual Identity: This encompasses the brand's logo, typography (including bespoke typefaces), color palette (including the iconic Burberry beige and the evolving use of Burberry blue), and imagery style guide. It dictates how the brand's visual assets are used consistently across various media.
* Digital Design System: This section outlines the rules and guidelines for designing and developing Burberry's digital experiences, including its website, mobile apps, and social media presence. It ensures a cohesive and user-friendly experience across all digital channels. This includes specifications for UI elements, interactive components, and user flows.
* Brand Voice and Tone: Disegno also defines the brand's voice and tone, ensuring consistent messaging across all communication channels. This includes guidelines on language use, style, and overall brand personality.
* Product Design: While not explicitly detailed in public materials, Disegno inevitably influences the design of Burberry products. The system provides a framework for ensuring that product packaging, labeling, and even the product design itself align with the overall brand aesthetic.
The core principle driving Disegno is consistency and scalability. By centralizing design decisions and providing a single source of truth for all design-related elements, Burberry aims to create a seamless and recognizable brand experience, regardless of the platform or touchpoint. This system empowers designers across various teams and geographical locations to work efficiently and maintain brand consistency globally.
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