Levi’s Rebrand
Rebrand Proposal
Programs Used
Adobe Illustrator
Adobe Photoshop
Adobe Illustrator
Adobe Photoshop
Problelm
Redesign the iconic Levi Strauss brand to reposition it to the 21st century.
Redesign the iconic Levi Strauss brand to reposition it to the 21st century.
Solution
Levis Strauss & Co. has been around for nearly 170 years. With deep historical roots in mind, I began my rebrand process by determining which characteristics are most true to Levi’s to this day. I selected denim rivets, tags, and Levi’s original red as historical odes, paying homage to the brands initial focus on durability and the working class. I redesigned the main logo using recognizable typography and edgy form to portray Levi’s adaptability to the 21st century. I then designed a dynamic logo with the ability to feature imagery, patterns, or textures. This was followed by an alternative mark with an aptness to stand alone on garments, such as Levi’s famous denim rivets.
