Levi's recently moved to a centralized global business model. With that came the need to create a clear and concise visual identity that would celebrate Levi's heritage while positioning the brand for the future. We refined the iconic 'batwing' mark, removed the name and added the cropped ® found on the brand's famous red tab (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 housemark and created guidelines for their use.