Logos In The News
October 14, 2011

Have You Seen the New Levi's Logo?

by Anne Hellman

Two-horse pull

Keep an eye out for the new "Batwing." Turner Duckworth's wordless icon is making its way into Levi's stores and other promotions in the U.S. and Europe as part of a transition strategy for introducing the new mark. The wordless logo will appear along with a house mark that does include the Levi's name. Turner Duckworth also revitalized one of the company's oldest graphics: the "two-horse pull." The updated image will grace the back leather patch on men's jeans, just like its predecessor.

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14 Comments

js

love the circle R treatment. nice

13 years ago

EnergonCube

Agreed!

13 years ago

Stan ByerA

Perfect. I can't wait to see it in context.

13 years ago

Jon D

Minimalism in logo design should really be a "wink" to the viewing audience. This mark here looses a lot of character in it's over-simplicity seems a bit cocky to me.

13 years ago

Kevin C

I like that 2 horse pull graphic ... very cool!

13 years ago

Ryn

I don't think it is cocky at all. I think it speaks a lot for the power of your brand when you can take these kinds of risks and still have instant brand recognition. You have to earn this sort of visual stature, why not enjoy it? Look at Chili's. They did the same thing with the chili pepper.

13 years ago

kn

Theres no doubt this simplified icon aims to capitalize on the brand equity the company has secured in their 150+ year history, but I have to question its use as an effective brand identifier. To begin, I wonder whether or not the bat wing on its own is a familiar enough symbol such that the public is going to immediately recognize it as belonging to Levi? Im not sure I would have recognized it as belonging to Levi had I seen it in a different context. Isnt the Motorola logo also affectionately referred to as a bat wing? Essentially, what Levi is doing is taking a logo and trying to turn it into an iconic symbol, similar to the way the swoosh functions for Nike. The main difference, however, is that the Nike symbol has been in place since the beginning. It was never part of a more prominent graphic, and it was never a piece that was leftover from another design at a later date. It was, and always has been, just the swoosh. For years, it was shown with the name in both their advertising and on their products. As a result, we have been conditioned to associate the popular swoosh with the Nike brand. Today, it enjoys the kind of recognition other companies only dream about. Not so for Levi. I would argue that, like myself, more people associate the name Levi and the color red with the Levi brand than they do the bat wing which, when seen on its own, doesnt elicit the same kind of emotional response, at least not for me. Whether or not the bat wing will ever reach the same status as the Nike swoosh remains to be seen, but if the main function of an identity is to identify, which Im pretty sure it is, then Im not totally convinced this was a smart move. I can appreciate the effort to try something different as a way to renew the publics interest in the brand, but to completely remove the name seems a bit extreme and a little risky.

13 years ago

SN

Batwing my @ss.

13 years ago

Ryan

Cool, although without the word Levis in there, I sort of just see two butt cheeks.

13 years ago

marc

The two horse pull means something. It's an action, not an image. To use this Levi's must be clear that strength is a motivating factor in clothing. This would fly in the face of conventional production methods removing the need for obsolescence Levi's holds a dear place in my heart, I hope this isn't just a visual refresh and Levi's are reitterating their commitment to quality.

12 years ago

HS

Completely agree with kn... if its about identity... then I don't think its there.

12 years ago

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