Levis Logo

Levi's LogoLevis Logo PNG

The brand Levis gained fame and memorability thanks to the logo, whose foundation was laid at the end of the 19th century. Today, denim overalls have become branded youth clothing with a unique, recognizable identity, immortalizing the creator’s name.

Levis: Brand overview

Founded:May 1, 1853
Founder:Levi Strauss
Headquarters:
San Francisco, California, U.S.
Website:levistrauss.com
Levis is an American clothing and footwear manufacturing company that is popular worldwide. It appeared in 1853 – the company was located in San Francisco, California, and was created by entrepreneur Levi Strauss.

Meaning and History

Levis Logo History

Over the brand’s existence, it has changed nine logos, the first of which arose in the year of its foundation.

What is Levis?

It is the brand name under which Levi Strauss & Co. releases denim clothing. The company that owns it appeared in 1853. Initially, it sold denim pants to gold miners. Then, they were bought by railroad workers, lumberjacks, and cowboys. In the 1950s, jeans were worn by representatives of subcultures, and only then did they enter everyday wardrobe.

1853 – 1892

Levis Logo 1853

The debut version was very simple and contained only the name consisting of the owner’s first and last name. It is written in a narrow rectangle, complemented by the logogram “&” and the letter “C,” denoting the word “company.”

1892 – 1925

Levis Logo 1892

This period they required a redesign of the emblem, as a unique development appeared in the range that became legendary. These are blue jeans with rivets. Their authors were Jacob Davis and Levi Strauss. To advertise the product and generate demand for it, they decided to assure customers that these were incredibly sturdy pants convincingly.

However, many in the Wild West were illiterate or did not know English at all. Ultimately, the business owner used a drawing. Thus, the innovator company acquired the picture logo, The Two Horse Brand. It depicts two horses pulling jeans in different directions, surrounded by many explanatory inscriptions. The logo’s color palette is monochrome, as the main emphasis is placed on the product’s durability.

1925 – 1929

Levis Logo 1925

In 1925, blue jeans were already in high demand, so the explanation in the form of a picture was superfluous. As a result, the entrepreneur changed the logo. There was a label that could be used to label any product. It had a name written in red letters on a light-colored background.

1929 – 1943

Levis Logo 1929

This period is legendary in the history of the logo, as the era of the company’s abbreviated name began, formed from the founder’s name. It became the word “Levi’s.”

1943 – 1949

Levis Logo 1943

During this period, the emblem received a wide base, dark letters, and the inscription “America’s finest overall.” The phrase is in capital letters and located below.

1949 – 1954

Levis Logo 1949

After World War II, the emblem changed color, placing white letters on a red-orange background.

1954 – 1969

Levis Logo 1954

This is one of the iconic periods: it was then that the label acquired the brand’s signature red color. In addition to the company’s short name, the label also featured the phrase “Vintage clothing,” written in a simple sans-serif font.

1969 – 2003

Levis Logo 1969

In 1968, the original form of the logo came into use – in the form of spread bat wings. It features the manufacturer’s name. The letters are elongated, in upper case, except for “e,” which is made lowercase.

2003 – today

Levis Logo

The changes made during this period are minimal. The developers intensified the color to dark red and reduced the height of the letters.

In 2011, the designers at the agency Turner Duckworth revised some logo details and adapted it to modernity. They “cropped” the brand symbol for better identification, as there was not enough space on the label. Thanks to this, it was possible to preserve the recognizable shape of the logo in the form of bat wings and text. But visual changes compared to the 2003 Levis logo are virtually unnoticeable.

Font and Colors

Levis Emblem

All the company’s trademarks bear its name, which is formed from the surname Levi Strauss. Thus, they immortalize the name of the entrepreneur who created the fashion brand in 1853. The inscription is placed on the background of a trapezoidal figure with an uneven base; the lower part has two arc-shaped recessions. Until 1969, the word “LEVI’S” was placed inside various shapes and sizes of rectangles. The exception is the period from 1892 to 1925, when a complex multi-component emblem existed.

Levis Symbol

The logo is written in the URW Linear Wide Ultra Bold font. This is a stylized geometric sans-serif font created by Albert-Jan Pool. The color palette includes a dark shade of red. Lighter tones, closer to orange, were used in the past. The primary color is complemented by white: it serves as a general background and contrasts with the word “LEVI’S” inside the bright geometric figure.

Levis color codes

RedHex color:#c41230
RGB:196 18 48
CMYK:0 91 76 23
Pantone:PMS 200 C

FAQ

What is the Levi’s logo?

The current Levi’s logo features the brand name. It’s written in white letters inside a red polygon that looks like an inverted trapezoid with two semicircular notches at the bottom. It’s a recognizable element of visual identification, but there are no hidden meanings in it.

What is the name of the Levis logo?

The Levis logo is called Batwing because it has a similar shape. Visually, it can be divided into two symmetrical parts with side angles (top and bottom). The semicircular notches resemble a bat’s wing.

Why is the Levis logo red?

In the mid-1930s, Levi’s jeans began to be counterfeited by competitors. Hence, the manufacturer had to decorate the seam of the back pocket with a small red label so customers could distinguish the original from the copy. Subsequently, this color was transferred to the logo, although the shade changed as the brand evolved.

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