Daniel Lee, Burberry's new design director, has made changes to the brand's logo, a move that has created a lot of buzz. Attitudes towards Burberry's new logo are polarized: supporters believe the new logo awakens imagination about luxury, representing a return from modern aesthetics to the brand's history. Critics, on the other hand, argue that changing the logo again within just 5 years will harm the brand itself. They see the new logo as a homage to "outdated British concepts," an inward-facing move that contradicts the brand's modern British image. Based solely on the signals released so far, people can't help but doubt — is this another luxury brand struggling in a contemporary context? The author argues that whether it's a change in typeface or an extension of a new visual graphic, the core is to increase the brand's memorability. In a highly competitive and saturated marketplace, where countless information dominates people's mind, the brand identity needs to fulfill its mission of evoking memories and reinforcing narratives.