Levi’s Visual Identity System

The Levi's brand recently moved to a centralised global business model. With that came the need to create a clear and concise visual identity that celebrates Levi’s heritage while positioning the brand for the future. We defined the brand architecture and then evolved all of the trademarks and icons that we felt would best communicate the brand story, including the Levi's iconic ‘two horse’ symbol, leather patch and house mark. The project culminated in a full visual identity system and guideline that was used to brief the global marketing team and regional stakeholders.