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LogoLounge 7
Design Firm
Turner Duckworth
Levi Strauss & Co.
Logo Redesign
Client
Project
There are few logos in the world as recognizable as the Levi’s logo. The
sharp white lettering on a red shape has existed for almost half of the
brand’s 150-year existence, and in that time it has spanned generations
as well as continents. Like the clothing it represents, the brand mark had
the potential to get better with age.
This was part of the thinking behind Turner Duckworth’s renewal of the leg-
endary Levi’s “batwing.” Levi’s came to the firm with a particular challenge:
with the brand’s global growth had come inconsistency in its brand mark.
Different ...