Levi advertising

Advertising

Levi advertising

 

Levi global web portal

Global web portal

Levi guidelines

Guidelines

Levi guidelines

 

Levi guidelines

 

Levi guidelines

 

Levi clothing label

Clothing label

Levi clothing label

 

The Levi's Red Tab is arguably the most iconic piece of fashion branding in the world, and the tab itself (born in 1850) is probably the first use of a brand name as a permanent feature on a piece of clothing. Its recognition is both its strength and its weakness. As the signature of a global brand that is applied across ever more ranges of clothing, co-coordinating its application was becoming a problem.

Levi's commissioned the creation of a brand system that would bring all their communications into line and preserve brand recognition. The system set out fundamental principles on the use of the Levi's brand and Red Tab device, while allowing enough flexibility for the brand to evolve and develop in the future.

Advertising

Levi's were in a difficult position: it had high status among both younger consumers, in their late teens and early twenties, and older consumers who were coming back to the brand, now in their forties. Both were attracted by its classic status but both still wanted something for today.

Brand book

Guidelines are a great idea but to be truly effective, they need to persuade readers to follow them willingly. The Levi's brand guidelines set out to lead by example: in the form of a beautifully designed, leather-bound book, it is as desirable as the clothes themselves. The book featured its own red-tag on its spine and the cover was made with the same leather as used for the classic Levi's label. 25,500 copies of the book were distributed to Levi's offices around the world, as was natural for a truly global brand.

Global web portal

This shows application of the Levi's brand mark across some of its web presence on external and internal sites.