Levi`s Print Levi’s Visual Identity System by Turner Duckworth: London & San Francisco

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Levi’s Visual Identity System

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Industry Jeans, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market United States
Agency Turner Duckworth: London & San Francisco
Released April 2011

Awards

One Show 2012
One Show Design Corporate Identity / Campaign Merit

Credits & Description

Category: Consumer Products
Advertiser: LEVI STRAUSS & CO.
Product/Service: LEVI STRAUSS & CO.
Agency: TURNER DUCKWORTH
Agency: TURNER DUCKWORTH
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Britt Hull (Turner Duckworth: London & San Francisco)
Designer: Brian Steele (Turner Duckworth: London & San Francisco)
Media placement: Levi’s Wooden Box - Gifted To Employees - November 2011
Media placement: Levi’s Patch - Clothing Label - November 2011
Media placement: Batwing - Retail Locations, Clothing Label - November 2011
Media placement: Two Horse Pull - Retail Locations, Clothing Label - November 2011

Describe the brief from the client
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.

Describe the challenges and key objectives

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.