Burberry

The Burberry Equestrian Knight, around 1901, and the TB monogram, 2018 The armored rider came from a public competition to design a logo around 1901, and his flag carries Prorsum, Latin for forward. For more than a century he was the house's calling card. Then he was retired. In 2018 Riccardo Tisci and the graphic designer Peter Saville replaced him with a TB monogram, for founder Thomas Burberry, repeated as an all-over print. Daniel Lee brought the knight back in 2023 with a serif wordmark. Few houses have changed course this visibly in five years, which makes Burberry the clearest case study in how much a heritage emblem is worth.