London [UK], August 04 (ANI): All those fashionistas who swear on Burberry, have something really exciting to look forward to- the brand's new logo.

After joining the British heritage brand as its Chief Creative Officer in March, Riccardo Tisci recently gave us a glimpse of the new logo that says, "Burberry London England" in stark capital letters, replacing the softer and rounder logo that was previously used.

The logo was created in collaboration with Peter Saville, renowned English art director and graphic designer.

As per the brand's Instagram handle, speaking about Saville, Tisci stated, "Peter is one of our generation's greatest design geniuses. I'm so happy to have collaborated together to reimagine the new visual language for the house."

Saville and Tisci also created a new monogram print with the letters 'T' and 'B'- a nod to Burberry's founder, Thomas Burberry-interlocking in a colour palette of orange, white, and beige, reminiscent of the brand's iconic check pattern.

Reportedly, it is first time in past 20 years, that the leading fashion brand changed its logo. '

According to Elle magazine, the monogram print will be used on the upcoming Burberry designs, set to officially debut this September when he shows his inaugural collection at London Fashion Week.

However, the logo has received criticism with people telling, it is "affecting the way we all look at the brand".

Some said, "So ugly OMG I'll never buy any burberry again."

"Another fast and cheap "fashion" logo?" said the others. (ANI)

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