On August 3, Burberry unveiled its new logo marking the first change in 20 years.

And people are not loving it.

Here are a few tweets that made us LOL.

1. This company that was both truthful and funny

I love the way Peter Saville purged the Burberry mark of everything superfluous, like personality, style, heritage, and visual appeal, and included only what was essential, like an explanation of where London is. pic.twitter.com/uYozUAf4PO

— Signal Type Foundry (@SignalType) August 3, 2018

2. This one that made us LOL

Burberry: “we need to update our brand. We need a new logo”

Agency: how about this new logo trend where you look like everyone else?

Burberry: Yyesss fam! https://t.co/8WhzmbNCHf

— Tony Khan (@marketingdude) August 3, 2018

3. This one that’s a bit harsh and not entirely honest (’cause not ALL designers, okay?) but also Seville was just given 4 weeks so there’s that

 

Yes everybody, you totally caught us: the new Burberry logo is just Peter Saville picking a font. Took him 5 minutes & he got paid millions. You figured out our big graphic design scam — this is why all graphic designers are filthy rich and only work 3 hours a week.

— Mitch Goldstein (@mgoldst) August 2, 2018

4. TBH it is hard to tell!

 

One of these is Burberry’s new logo – it took ‘the UK’s most famous graphic designer’ (Guardian, 2013) 4 weeks to create. The other, I just knocked it up in Word in 20 secs. Which is which?

Answer here (including a monogram that is actually quite cool): https://t.co/uAW5rH6pjl pic.twitter.com/HXDc7xJeOB

— Rich Leigh (@RichLeighPR) August 2, 2018

5. This totally heartfelt tribute

We loved @Burberry and their new logo so much, we thought we would make a tribute! #Logo #Design #Fashion #Trends #Creative #Font #ThomasBurberry Riccardo Tisci Peter Saville #rebranding pic.twitter.com/2Jkp1seIjg

— Promise Trends (@promisetrends) August 2, 2018

6. To be fair, there is a London in Canada AND the US

New Burberry Logo… Ah, it’s London England, not London Texas? pic.twitter.com/nWg0PCf9s8

— iA Inc. (@iA) August 4, 2018

7. Maybe ’cause there is a London in America? (Just kidding.)

Burberry made a complete overhaul on their logo – what a waste of visual heritage. Also, why would you change a distinct British brand to something distinctively american, choosing a font like Gotham? https://t.co/Fnap5rbzlJ pic.twitter.com/mux9YShl70

— Jakob Kahlen (@jakobkahlen) August 3, 2018