Levi Strauss & Co. is a leading clothing and footwear manufacturer in the USA. Founded in 1853, the company has become synonymous with denim jeans and American fashion. Since the inception of the company, its visual identity or logo has undergone several changes and reflects the evolution of the brand and the changing times. The journey began with a simple representation of the founder’s name and has transformed into a recognisable symbol of strength, durability, and timeless style. This article explores the journey of the iconic Levi’s logo from its inception to the present day.
The Genesis of the Logo (1853–1892)
The very first iteration of the Levi’s logo was a straightforward wordmark design that featured “Levi Strauss & Co.” in a white sans-serif typeface and embossed on a rectangular metal badge with a grey background. The numbers 16 and 14 on the left and right sides of the badge indicated the founding date of the company. This logo reflected the early days of the company as a dry goods supplier rather than a dedicated denim brand. The simplicity allowed for flexibility as Levi Strauss explored his niche in the market.
The Two Horse Brand (1892–Today)
In 1892, the now-famous “Two Horse Trademark” was introduced and remains in use even today. This logo depicts two horses pulling a pair of Levi’s jeans in opposite directions and being unable to tear them apart. The symbolism was clear: Levi’s jeans were built to last. It was a testament to the superior quality and strength of the jeans. In addition to the two horses, the logo had a few elements that should be highlighted. For instance, the name of the company, the patent information, the wordmark “Original Riveted,” and the place where the company was established. This logo marked a significant shift, and highlighted a core brand value that continues to resonate today.
(1925-1929)
The logo redesign of 1925 saw a simpler logo that featured the brand name in a thick sans-serif typeface in red but with a black outline, set against a light-yellow background. The typeface appeared to be stencil-inspired and looked playful, fun, and friendly.
(1929-1943)
During this era, jeans and clothing had been accepted, and the market was expanding rapidly. And to cater to the high demand in the market, Levi’s unveiled a new logo. This logo iteration showcased the wordmark “Levi’s” in a geometric and bold sans-serif typeface and set against a red background. The colour scheme of the wordmark was blue and white. Besides, the logo included the tagline in capitals below, “AMERICA’S FINEST OVERALL.”
(1943-1949)
In 1943, the contours and colour palette of the logo were tweaked. The wordmark was displayed in a light shade of blue and placed on a light-yellow background. The tagline was slightly larger than the earlier one and was executed in a light grey shade. Although the shadows and outline of the wordmark were removed, the brightness and contrast of the emblem did not change much.
(1949-1954)
In 1949, Levi’s introduced a new logo design with a new tagline in tow: “When there’s work to be done, wear.” The brand name was shown in a white sans-serif typeface and set against a scarlet-red background. Interestingly, the tagline in a rounded sans-serif typeface in lowercase was placed above the brand name.
(1954-1969)
In 1954, the company introduced a modern logo design that was quite eye-catching. It featured the brand name in a sleek custom typeface in white and set against a dark red background. The wordmark was tweaked a little, and the letter “E” appeared with an angle showing diagonal cuts. A new tagline, “Vintage Clothing,” was introduced and placed underneath the brand name. It was rendered in a bold sans-serif typeface. The overall colour palette of red and white looked bold and engaging.
The Batwing Logo (1969-2003)
The Levi’s badge that was introduced in 1969 had outlasted other logo designs for the brand. It featured a white wordmark stating the brand name in capital letters, save the letter “e.” Set against a geometric, vibrant red background, the wordmark in white and rendered in a sans-serif typeface appeared clean and uncluttered. This particular logo design introduced the batwing design for the first time. Accordingly, the badge had curved elements at its bottom portion. Interestingly, this particular design did not have any tagline.
(2003-Today)
In 2003, the previous logo design was updated a little, but the sans-serif typeface was retained. However, the letters were refined a little using bolder lines. The narrow rectangle that formed part of the batwing badge was extended a bit to give more space. Besides, the colour of the background was made a darker red, and the wordmark was rendered using a bold sans-serif font. The font used was similar to Black Bull and Favela Semi Bold.
The Elements of the Levi’s Logo
Font
The Levi’s logo typography has evolved significantly over time. It has transitioned from a formal serif typeface to the contemporary, streamlined wordmark we recognise today. The iconic “batwing” logo features a distinctive sans-serif font characterised by bold letters and pronounced curves. While similar to fonts like URW Linear Wide Ultra Bold, Levi’s has customised its letters. This is particularly noticeable in characters such as “E.”
Colour
Throughout its history, Levi’s has experimented with various colour palettes in its branding. However, red has remained the dominant and most recognisable colour associated with the company. The vibrant red used in the Levi’s logo is designed to capture attention effectively in any context. This bold red, when paired with white lettering, creates a striking contrast that enhances the visual impact of the logo and its memorability.
The evolution of both the typeface and colour scheme reflects the ability of Levi’s to maintain a strong brand identity while adapting to changing design trends and consumer preferences. This careful balance of tradition and modernity has helped Levi’s remain an iconic and instantly recognisable brand in the fashion industry.
The History of Levi’s
The journey of Levi Strauss & Co. began in 1853 during the California Gold Rush, and was founded by a Bavarian immigrant Levi Strauss. What started as a small business providing durable workwear to miners would eventually become a global icon synonymous with jeans. A crucial turning point came when Strauss collaborated with tailor Jacob Davis, who proposed using copper rivets to strengthen stress points in work pants. This innovation led to the creation of the first Levi’s jeans, which revolutionised the durability of workwear. Besides, it secured a patent that distinguished Levi’s from its competitors.
Throughout its history, Levi’s has been a pioneer in the fashion industry. From introducing the first women’s jeans to engaging in contemporary collaborations, the company has consistently blended timeless style with innovation. Levi’s commitment to quality craftsmanship and authenticity has remained constant. It is reflected in its diverse product range that appeals to a global audience. The company has also made significant efforts in sustainability and social responsibility, and is working to reduce its environmental impact and promote inclusivity.
Today, Levi’s stands as a family of iconic brands. Its enduring legacy resonates with multiple generations. The company’s logo, featuring two horses attempting to pull apart a pair of jeans against a dark red background, symbolises the strength and timeless appeal of its products. As Levi’s continues to evolve in the dynamic fashion landscape, its focus on innovation, collaboration, and authenticity cements its position as an industry leader. The brand remains dedicated to driving positive change and inspiring a vibrant culture of denim enthusiasts worldwide. It aims to bridge its rich heritage with a forward-looking approach to fashion and social responsibility.
Interesting Facts About Levi’s
- The founder, Levi’s Strauss, never wore his brand, as jeans used to be worn by labourers and miners. At the same time, the successful founder-businessman always appeared in quintessential white shirts and dark suits.
- The oldest pair of Levi’s jeans was produced in 1879. These are stored in San Franciso in a fireproof vault.
- Zippers were frowned upon earlier, and it was only in 1954 that Levi’s introduced zippers to the world.
- In 1875, Levi’s used to supply clothing to the inmates in prisons, namely, the California state prisons in Arizona, San Francisco, and Sacramento.
- The word “jeans” for the Levi’s brand was used only in the 1950s. Before that, Levi’s jeans were called “overalls.”
- The original name of the founder was “Loeb Strauss” and not “Levis Strauss.” He changed his name after he moved to America in 1947 to join his family business.
- Jeans for women were introduced only in 1934.
- Belt loops for jeans were introduced only in 1922. Before that, the brand used to provide suspenders and cinches to hold the jeans up.
- The jeans had only one back pocket until 1901.
Finally
This batwing logo has become synonymous with Levi’s. Over the years, it has seen minor tweaks but remains the cornerstone of the visual identity of the brand. The evolution of the Levi’s logo is a testament to the brand’s ability to adapt and evolve while staying true to its core values. From the straightforward name representation to the enduring batwing symbol, the Levi’s logo journey reflects a rich history and a commitment to quality, strength, and timeless style.