I can remember those soft denim jeans with such fond memories. I washed them so much and wore them daily, like a best friend… didn’t you?
So, I thought I would share some thoughts on the coolness of this Levi’s logo.
Let’s go back in time…in the late 1800s it adopted its now-famous logo – one that depicts two horses attempting to pull apart a pair of Levi’s pants. The purpose of the ornate logo was: it “symbolizes the strength of the clothing in the face of competition,” per Levi’s. With its depiction of a pair of jeans alongside the words “quality clothing,” the logo-emblazoned patch that began appearing on Levi’s trousers beginning in 1886 is a literal representation of what the iconic American denim brand offers. Levi Strauss was looking to show their customers just how durable and long lasting these jeans were!
An effective trademark – whether it be word, name, symbol, logo, or any combination thereof –regardless of its design, “can help pique the interest of consumers, differentiate brands from competitors, facilitate brand recognition, influence investors’ decisions, and convey what a brand is all about,” WOW so much goes into a logo!
Logos with “descriptive” or “expressive” elements such as the one Levi’s adopted that clearly communicate the type of product or service a brand is marketing” – tend to “make brands appear more authentic in consumers’ eyes.”
Levi’s branding has evolved significantly since 1886. Most of the denim giant’s pants do still bear its 133-year old patch but the company, itself, has shifted to a far more simplified and much less expressive logo, the word Levi’s inside what it calls a “Batwing” shape. And let’s not forget that simple red pocket tab that every recongizes. Another staple of the company’s branding?
Levi has built a mass-market brand, so there is no need for the”descriptive” logo and they can safely adopt a less detailed design without risk of losing the market.
The logo design industry has turned towards pared-back logos. High fashion brands are opting to address the “tremendous design challenge” by adopting straightforward, easily transferrable and super scalable branding. This works across all digital platforms.
I still love that logo and it’s nostalgic, iconic patch on my jeans! So who’s to say, why can’t we have it all? Details, descriptors, simplicity and scalable all come to my mind when I design a logo. Let’s keep in mind another important quality that the logo needs to be memorable. I believe Levi’s hit a homerun with their logo brand combined with their quality products.