Levi Strauss & Co., more commonly known as Levi’s, is a famous global American clothing company founded in 1853 by Levi Strauss. Headquartered in San Francisco, California, Levis specializes in jeanswear, shirts, jackets and various other accessories. The company employs over 16,200 people across the globe with annual revenue of $4.4 billion as of 2010.
Levi Strauss operates in more than 60 countries worldwide, and also owns secondary brands such as dENiZEN and Dockers. The company owns 53 production facilities and 32 customer service centers in about 49 countries.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF LEVIS LOGO
The iconic “red tab” logo of Levi’s is widely considered as one of the most popular and instantly recognizable logos ever created. It was unveiled in 1936 – almost 63 years after Levi’s groundbreaking blue denim jeans was officially patented in 1873. The red tab logo is a timeless classic, often credited as one of the most result-oriented logos in the history of advertising and graphic design.
Shape and Colors of the Levis Logo
The original Levi’s logo was first introduced in 1886. It comprised of two horses trying to seek opposite directions. The horses are kept by the single pair of jeans attached to each. According to branding experts, the “Two Horse Brand” was inspired by a tale of a locomotive driver who tied two carriages with jeans and drove both to the destination station.
The Levi’s legendary red tab logo gets the message out far and wide and wonderfully complements the brand’s proud heritage and iconic reputation. It effectively reflects the theme of individuality and fun by displaying the brand’s uniqueness, individuality and customer’s loyalty. The use of red color in the Levi’s logo exemplifies energy, passion, determination and excitement, while showcasing the brand’s youthful attributes of rebellion, power, explosiveness, and endurance.
Font of the Levis Logo
The Levis logo incorporates a handwritten typeface.