LEVI STRAUSS & CO.

• LEVI’S IS A WORLD-RENOWNED AMERICAN CLOTHING COMPANY.

• ESTABLISHED IN 1853 BY LEVI STRAUSS, THE COMPANY IS KNOWN FOR ITS LEVI’S BRAND OF DENIM JEANS.
• THE FIRST FACTORY WAS BUILT IN SAN FRANCISCO, CALIFORNIA,
• LEVI STRAUSS EMPLOYS MORE THAN 16,200 PEOPLE AROUND THE WORLD WITH NET INCOME OF $157 MILLION
AS OF 2010.
• LEVI STRAUSS SELLS APPAREL IN OVER 60 COUNTRIES WORLDWIDE, HAVING 53 PRODUCTION FACILITIES AND
32 CUSTOMER SERVICE CENTERS IN MORE THAN 49 COUNTRIES.
• THE LEVI’S BRAND ADOPT THE AMERICAN STYLE. SINCE THE INVENTION AND PATENT OF RIVETED CLOTHING BY
JACOB DAVIS AND COMPANY FOUNDER LEVI STRAUSS IN 1873, LEVI’S JEANS HAVE BECOME THE MOST
RECOGNIZABLE AND IMITATED CLOTHING IN THE WORLD — CAPTURING THE IMAGINATION AND LOYALTY OF
PEOPLE FOR GENERATIONS. AND WHILE THE PATENT HAS LONG SINCE EXPIRED, THE LEVI’S BRAND PORTFOLIO
CONTINUES TO EVOLVE THROUGH A RELENTLESS PIONEERING AND INNOVATIVE SPIRIT THAT IS UNPARALLELED
IN THE APPAREL INDUSTRY.
EVOLUTION

• THE OLD LEVI’S LOGO, FIRST USED IN 1886, CONSISTED OF TWO HORSES TRYING TO SEEK OPPOSITE DIRECTIONS. THEY ARE
PREVENTED BY THE SINGLE PAIR OF JEANS ATTACHED TO EACH. THERE’S A STORY BEHIND THE “TWO HORSE BRAND” THAT A
LOCOMOTIVE DRIVER ATTACHED TWO CARRIAGES WITH JEANS AND DROVE BOTH TO THE DESTINATION STATION.
 • THE FAMOUS RED TAB LOGO OF LEVI’S, WHICH REMAINS OF
THE MOST RECOGNIZABLE LOGOS EVER CREATED, WAS

LOGO INTRODUCED 63 YEARS AFTER LEVI’S BLUE JEANS WAS

OFFICIALLY PATENTED IN 1873. THE FAMOUS RED TAB WAS
UNVEILED IN 1936.
• THE HIGHLY LEGIBLE AND MEMORABLE LEVI’S LOGO HAS
BEEN PROVED ONE OF THE MOST RESULT-ORIENTED LOGOS
IN DESIGN HISTORY.
• LEVI’S RED TAB LOGO IS A SHEER DISPLAY OF BRAND’S
DISTINCTIVENESS AND ICONIC REPUTATION. IT CONFORMS
TO THE THEME OF INDIVIDUALITY AND FUN BY
SHOWCASING THE BRAND’S UNIQUENESS. THE RED COLOR
IN THE LEVI’S LOGO SYMBOLIZES ENERGY, DETERMINATION
AND PASSION, WHILE HIGHLIGHTING THE BRAND’S
YOUTHFUL ATTRIBUTES OF POWER, EXPLOSIVENESS,
REBELLION AND ENDURANCE.
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