Levi’s recently moved to a centralised global business model. With that came the need to create a clear and concise visual identity to celebrate Levi’s heritage while positioning the brand for the future.

We refined the iconic 'batwing' mark, removed the name but added the cropped ® found on the brand’s famous red tab (a uniquely Levi’s brand mark of authenticity). The new mark positions the company for an ambitious future vision: To be an iconic, global brand known for modern design. We also updated Levi’s iconic '2 horse' symbol, leather patch, and house-mark and created guidelines for their use.

The new identity has been implemented across Europe, Asia and Latin America, including new flagship stores and limited edition product lines. Reported net revenue increase in 2010 and 2011 by 8-9%, driven by new brand initiatives. According to John Anderson, president and chief executive officer, the 2011 net increase was partially attributed to the Levi's Curve ID programme, whose logo we also designed.