levi strauss & Co. Logo

About levi strauss & Co.

A single-colour (red) vintage badge-style logo composed of an arched wordmark at the top, multiple ribbon/band elements, and a central detailed illustration. The top reads in large arched capitals 'LEVI STRAUSS & CO.' with smaller 'SAN FRANCISCO, CAL.' beneath it. A curved banner across the middle displays 'ORIGINAL RIVETED', and below that a second curved legend reads 'QUALITY CLOTHING. XX'.

The central illustration shows two facing horses, each harnessed and pulling outward on a single pair of jeans placed between them; small text 'TRADE' and 'MARK' sit on the outer sides of the horses. At the bottom are two short ribbons reading 'PATENTED IN US' and 'MAY 20 1873'. The mark is rendered as a solid monochrome red artwork on a light/white background, with detailed line illustration for the horses and jeans and bold sans/serif capital lettering for the wordmarks and banners.

What's in it: two horses pair of jeans (two halves) ribbons / banners

Shapes: arched wordmark curved banners / ribbons detailed illustrative vignette horizontal baseline ribbon

Style: vintage badge detailed line illustration monochrome heritage

Text in logo: LEVI STRAUSS & CO.; SAN FRANCISCO, CAL.; ORIGINAL RIVETED; QUALITY CLOTHING. XX; TRADE MARK; PATENTED IN US; MAY 20 1873

The two horses pulling a single pair of jeans visually communicates durability, strength and the product's resistance to stress (a heritage/durability claim).