Alistair Gibbs directs visual identity programmes and authors creative strategy for some of the world’s best-known brands.

He brings fresh thinking, intellectual rigour and a nuanced simplicity to the most complex questions of identity.

Alistair works directly with founders, acts as an advisor to C-suite leaders, and partners with the world’s most inspiring creative agencies.

He was Vice-President of Brand at Burberry, 2008—16.


Logotype with Gareth Hague
Photography and film by Laurence Ellis

Commissioned as part of a complete refresh of creative direction by Frosty, a revised suite of branding for the 106-year-old British luggage brand. A redraw of the Antler marque takes fresh cues from early 20th-century British artists such as Barbara Hepworth, whose work was both strikingly modern, yet rooted in the natural world. Playing with the language of travel, the marque now doubles as a location pin. 

The logotype, custom-drawn by Gareth Hague, reflects an English modernism with subtle Arts and Crafts details, with a nod to greats such as Berthold Wolpe and Edward Wright.


Equestrian Knight re-drawn with Tom Messenger
Check graphics with Luke Alexander
Packaging design by Vincent Villeger

Initially brought in as a consultant to create comprehensive guidelines for Burberry's branding, Alistair became a full-time member of the team under Christopher Bailey. After an initial brand audit, he oversaw re-drawings of all key intellectual property, commissioned a revised typeface and uncovered the underlying rationale for the Burberry Check pattern. Subsequently he oversaw the application of the branding on every significant touchpoint from product to packaging, store design to  online, fashion shows to then-emerging social media.

Developed in 2017 under the direction of Christopher Bailey, a logotype and typeface based on an historic reference located on the old Burberry store on London's Haymarket (now the home of Dover Street Market). The vague outline of a previous logo had been created by decades of weather on stone.  The logotype and typeface were used on the "Burberry Her" fragrance in 2018. 


Alistair Gibbs

Work

Antler

Burberry

Burberry Haymarket