The Levi’s logo for a clothing and jeans brand consists of the name placed inside a bright red, shaped badge with a recognizable form that the company calls Batwing. The white lettering begins with a capital “L” followed by lowercase letters; the top edge of the badge is straight, while the bottom forms two smooth “dips.” In the brand’s history, the Batwing shape is explained as a reference to the outline of the back pockets of 501 jeans; the mark was created during a brand identity update in the late 1960s by the team at Walter Landor and Associates, and the choice of red is linked to the signature “Red Tab” on the jeans pocket. In the upper-right corner of the logo composition, part of a large ® symbol is placed, emphasizing its status as a registered trademark.
Levi’s is the flagship brand of Levi Strauss & Co., founded in 1853 in San Francisco. The company became widely known through the development of jeanswear: in 1873, Levi Strauss & Co. and tailor Jacob Davis received a patent for reinforcing pockets with metal rivets, which is considered an important milestone in the history of jeans. Today, Levi’s makes jeans, casual clothing, and accessories and remains one of the world’s most recognizable brands in the jeanswear category.
