Levi's

By the early 2000s, the Levi’s logo was already widely recognizable. In 1999, Turner Duckworth refined it with subtle changes: the red background deepened toward burgundy and the lettering became tighter and more compact. In 2011, the design was further simplified to improve clarity at small sizes. The bat-wing-like silhouette remained, but letter strokes were slightly thickened and spacing reduced to create a more unified mark. Overall, the logo kept its original proportions and clean sans-serif style, with the distinctive lowercase “e” still standing out as a key feature.

In 1966, Levi’s introduced the “batwing” logo, developed by Landor Associates, which is still used on some products today. It consists of a red trapezoid with the white Levi’s wordmark. The shape has a straight top edge, tapering sides, and a bottom formed by two curved lines resembling wings. The wordmark uses a bold sans-serif typeface, mostly in uppercase, with a distinctive rounded lowercase “e.” In 1968, a revised version refined the curves and slightly elongated the lettering while keeping the same core design. Both versions were used in parallel for some time.

When Levi Strauss & Co. introduced its riveted jeans, the company needed to clearly communicate durability, especially to customers who might not read English. As a result, it used a highly visual emblem that became part of its early identity. The black-and-white mark placed the brand name at the top, followed by “SAN FRANCISCO, CAL” in rounded sans-serif type. The central illustration showed two horses pulling jeans in opposite directions, demonstrating the fabric’s strength. Despite the amount of text, the image carried the core message: Levi’s jeans were exceptionally durable, using visual storytelling to build trust before the brand achieved global recognition.