Some of the world's most famous fashion houses are killing off fancy fonts and adopting similar looking logos as part of a new "blanding" trend.

Iconic labels including Burberry, Balmain, Saint Laurent, Rimowa and Diane Von Furstenberg have ditched their ornately designed typography logos and replaced them with simple, clean-line lettering instead.

In the case of Burberry it is the first time the lettering has seen a major change since its “equestrian knight” logo was first registered over a century ago.

Gone are the ornate, flowing letters spelling out "London, England" below the word Burberry, as all three words are now written in a no-nonsense sans serif style font.

The trend for no frills fonts has been dubbed "blanding", as many have commented that fashion houses' logos all look the same, with lettering only subtly thinner or spaced out than rival brands.