rebrand manual
DESCRIPTION
Rebrand for a new product launch for Levi Strauss. Student WorkTRANSCRIPT
Our Brand | 3
VISUAL & CORPORATE IDENTITY MANUALLevi Strauss & Company
| 2010 BRAND VISUAL GUIDELINES |
Our Brand | 4
contents | 5
IDENTITY MANUAL Table of Contents
Contents ................................................................ 05
Our Brand
Company History .................................................. 06
Mission Statement ................................................ 06
Vision Statement................................................... 06
Brand Strategy ...................................................... 08
Positioning Statement .......................................... 08
Future Product Promo .......................................... 08
Rebrand
Logo Usage / Format ............................................ 10
Tagline ................................................................... 11
PMS Color System ................................................ 11
Typography ............................................................ 12
Brand Applications
Stationery .............................................................. 15
Business Cards ..................................................... 15
Point of Sale signage ............................................ 16
Print Ad ................................................................. 17
Billboard ................................................................ 18
Exterior Poster ...................................................... 19
Care Tags .............................................................. 20
Inside Clothing Label ............................................ 20
Price Tag Label (women) ...................................... 21
Price Tag Label (men) ........................................... 22
Retail Bag .............................................................. 23
Gift Card ................................................................ 24
Gift Card Holder .................................................... 25
Customer Thank You Card .................................... 26
Employee/Event T-shirts ..................................... 27
Company Research & Assessment
Company Nomenclature ....................................... 30
Company Contact Info. .......................................... 30
Product(s) or Service(s) ........................................ 30
Range of Business ................................................ 32
Unique Selling Points ........................................... 32
Company History .................................................. 32
Public Contact ....................................................... 34
Demographics ....................................................... 34
Mood Boards
Urban Professional ............................................... 36
High Fashion ......................................................... 37
Textures................................................................. 38
Rebrand Development
Possible Taglines .................................................. 40
Final Tagline .......................................................... 40
Logo Sketches ...................................................... 41
Logo Refinements, Computer Roughs 1 .............. 42
Logon Refinements, Computer Roughs 2 ............ 43
Logo Refinements, Computer Roughs 3 .............. 44
Logo, Final ............................................................ 45
Stationery, V1 ........................................................ 46
Stationery, V2 ........................................................ 47
Stationery, Final .................................................... 48
Campaign Imagery ............................................... 49
Word from the Designer ....................................... 50
our brand | 6
OUR BRAND
“People love our clothes and trust our company, We will market and distribute the most appleaing and
widely worn apparel brands. Our products define quality, style and function. We will clothe the world.”
Four core values are at the heart of Levi Strauss & Co.: Empathy, Originality, Integrity and Courage. These
four values are linked. As we look at our history, we see a story of how our core values work together and
are the source of our success.
EMPATHY - Walking in other people’s shoes.
ORIGINALITY - Being authentic & Innovative.
INTEGRITY - Doing the right thing.
COURAGE - Standing up for what Levi’s believes in.
(source - http://www.scribd.com/doc/25148729/Brand-Audit-Levi-s-Strauss-Co-Ltd)
VISION STATEMENT
“To sustain responsible commercial success as a global marketing company of branded apparel. They must
balance goals of superior profitability and return on investment, leadership market positions and superior
products and services. They will conduct their business ethically and demonstrate leadership in satisfy-
ing their responsibilities to their communities and to the society. Their work environment will be safe and
productive and characterized by fair treatment, teamwork, open communications, personal accountability
and opportunities for growth and development.”
MISSION STATEMENT
Levi Strauss founded company in 1873 in San Francisco, Ca. Levi Strauss moved to San Francisco during
the time of the gold rush in order to sell tents and wagon coverings to gold miners there. However the de-
mand for this product was not vibrant enough so he took the yards and yards of stout canvas materials and
created durable work pants, which workers found to work much more efficiently laborious jobs of mining.
This created quite a buzz and his new canvas pants began flying off of the shelves. To keep up with demand
he opened a factory in San Francisco at 98 Battery Street. He switched the material used to denim, added
rivets on the front pockets where stress points were found and that was the start of the Levi’s jeans wear
global empire.
COMPANY HISTORY
Our Brand | 7
our brand | 8
The overall brand identity of Levi Strauss & Co. has been long standing and should be utilized in every way
possible while still updating the brand itself. We intend an update of the logo, with retaining the PMS color
that has been a primary main stay for the brand since the inception of the company. The typeface will stay
similar if not exact to the current logo, but we will utilize variations to determine the longevity of other pos-
sible typefaces as well.
We are looking to expand the brand into a market of the more elite, sophisticated type consumer. We will
move the Levi Strauss & Co. brand into a modern and more fashionable market and demographic. With this
direction in mind Levi Strauss & Co. will then be able to provide merchandise that creates a higher price
point ability.
The company needs to make this change in order to keep up with other competition that currently holds a
larget marketshare in the “more trendier” demographics than the Levi Strauss & Co. currently hold. We
would like the company to gain some of this marketshare away from competitors and intend to do so by
re-branding.
The benefits of this change are clear. Levi Strauss & Co. will have the ability to gain more marketshare
while charging, on average, at a higher price point then their current products.
The demographics we are targeting will need to be aware of this change and will need to recognize that this
American made company is the up and coming and fashionable source for jeanswear. Because American
made products have lost luster over the years, it will be beneficial in the international marketplace for
consumers to see that we are able to set trends, and continue to lead the industry in the production of jeans
wear. Not only retaining our loyal customer base, but also to engage our higher end clientel.
Our consumer will find out about our new re-brand with a slew of web, print, and television launch infor-
mation regarding our new branding. We will launch this portion of our company brand similar to other ad
campaigns that we have produced in the past. This will create a buzz about our new product line.
Follwing is a timeline and description of our efforts during the course of the re-brand of Levi Strauss & Co.
BRAND STRATEGY
Levi Strauss & Co. is a global provider of jeans wear providing design & distribution of the
finest quality, highly fashionable, American jean product. Our companies invention of jeans,
as well as our large marketshare in this industry provides our clients with a well trusted,
well respected, and consistent product in the marketplace.
POSITIONING STATEMENT
New options for Levi Strauss & Co. to promote their business and products are through the
following options:
PRODUCT PLACEMENT - Movie placement
SOCIAL NETWORKING / VIRAL VIDEO - Expand social networking and viral video usage
among younger demographics.
NON-PROFIT / SOCIAL ISSUE CAUSES - Continue and expand upon non-profit organizations
and social issues.
FUTURE PRODUCT PROMO
Our Brand | 9
RE-BRANDLevi Strauss & Company
re-brand | 10
Logo color
The Levi Strauss & Co. corporate colors should be
followed according to guidelines set forth in this
manual. The logo may be used in solid black or
gray as well as full color as noted.
Exclusion Zone
An area of clear space must be maintained around
the logo. The clear space is calculated as the
height of the L in Levi.
Minimum size
The logo must not measure smaller than 27mm in
width in print or online.
logo graphic Levi letterform corporation
PMS Corporate Red
PMS 187C
C5 M100 Y71 K22
To be used...
Black
PMS 541
C100 M61 Y0 K45
To be used...
Reversed
May be reversed out of Levi Corporate red or black
re-brand | 11
IDENTITY MANUAL Tagline
Redefine You
PMS | 187C PMS | Cool Gray 6 C
PMS | Trans. White
PMS COLOR SYSTEM
re-brand | 12
Type forms another key part of the Levi Strauss & Co. visual personality. There are 2 main typefaces
that are used in print; a serif font, Quicksand; and a sans serif font, Din. These should never be re-
placed with other typefaces, or altered from their original form.
Quicksand is used primarily for titles in more ‘corporate’ or serious materials, and is used as the
masthead typeface on all Levi’s Strauss & Co. journals.
The Din family of typefaces is suited to more customer-facing material, and is suitable for message or
headline-level as well as body copy on all materials.
The typographic style should always be clean and simple, and type can be used graphically to deliver
visual impact without the use of any supporting imagery. The use of a strong background colour with
headline messages reversed out may be used in relevant materials. In some cases (for headline typog-
raphy for example) letter spacing should be tightened slightly.
Online, Arial is the preferred font. For PowerPoint presentations, The Myriad Pro family should be used
where possible, however versions of the PowerPoint templates are available in Arial a more univer-
sally available font, if required.
Never add effects like shadows or outlines to any of the Levi’s Strauss & Co. typefaces, and never add
space between characters.
TYPOGRAPHY
Our Brand | 13
BRAND APPLICATIONSLevi Strauss & Company
Our Brand | 14
brand applications | 15
STATIONERY Corporate
1155 Battery Street San Francisco, CA 94111
p | 415 501 6000
w | levistrauss.com
President & CEO John Anderson
1155 Battery Street San Francisco, Ca 94111
p | 415 501 6000 w | levistrauss.com
Redefine you.
Redefine youOn 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
2.10.2011
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
Redefine youOn 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
2.10.2011
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
POINT OF SALE SIGNAGE 8.5” x 11”
brand applications | 16
PRINT AD Magazine Spread
14” X 18.5”
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
Redefine you2.10.2011
LEADER OF THE DENIM WORLDENTERING A NEW MARKETAstis pon sustrum te que Auc ferfitrur lAbem ex mAnum BInem sedis bonsulin Etrunum periptea vid diis a nos, cont. Vivivic epotatum igit. In trum porum alicii sente terfess ulibulius, quit.
Ut confecri ius rehem nos, nossoltum nos patus mus a Sendaciam propte, C. Ad nicuper iortale movilis halem, sentica recenat, ortelarimil horte, sendam serceportu et L. Serri patiuri publin hiliis, quodien iquemnihilla mol-tius, Cuppliquod re te atisquam etrae furs vide huisum iam host? Dac tandico ninestratat atquem patquem odieme diu macchui deoraes imiuspiori ingulto rtescie-must esuam priverviris sim pericie nihilici sendum hosticiam con dem ut confirmis hem qui perudacio CatiusEque pubis. Unulla num dees cons pubi pubis co-maximus pri pri in recem in dii patqui consupior horum at vignamentis pesses ere tabus tempoermis cibus, ut is cae consum inatili inpro ma, oponvol usquos cone aus, caediem depec tati, que con tem ad ne esidiis? Serum, co etricta ntiusup icides ficio nimum tam serri, no. Cus fora demquam enihilne publicit. Lius vero, cuperem
Astis pon sustrum te que auc
ferfitrur labem ex manum
inem sedis bonsulin Etrunum
periptea vid diis a nos, cont.
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
Redefine you2.10.2011
LEADER OF THE DENIM WORLDENTERING A NEW MARKETAstis pon sustrum te que Auc ferfitrur lAbem ex mAnum BInem sedis bonsulin Etrunum periptea vid diis a nos, cont. Vivivic epotatum igit. In trum porum alicii sente terfess ulibulius, quit.
Ut confecri ius rehem nos, nossoltum nos patus mus a Sendaciam propte, C. Ad nicuper iortale movilis halem, sentica recenat, ortelarimil horte, sendam serceportu et L. Serri patiuri publin hiliis, quodien iquemnihilla mol-tius, Cuppliquod re te atisquam etrae furs vide huisum iam host? Dac tandico ninestratat atquem patquem odieme diu macchui deoraes imiuspiori ingulto rtescie-must esuam priverviris sim pericie nihilici sendum hosticiam con dem ut confirmis hem qui perudacio CatiusEque pubis. Unulla num dees cons pubi pubis co-maximus pri pri in recem in dii patqui consupior horum at vignamentis pesses ere tabus tempoermis cibus, ut is cae consum inatili inpro ma, oponvol usquos cone aus, caediem depec tati, que con tem ad ne esidiis? Serum, co etricta ntiusup icides ficio nimum tam serri, no. Cus fora demquam enihilne publicit. Lius vero, cuperem
Astis pon sustrum te que auc
ferfitrur labem ex manum
inem sedis bonsulin Etrunum
periptea vid diis a nos, cont.
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
brand applications | 17
BILLBOARD 12’ X 24’
brand applications | 18
EXTERIOR POSTER 43” X 62”
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
brand applications | 19
Actual Size - 1” x 4”
Tags
Care Tag Inside clothing label / size tagfrontback
60°f Machine wash cold with like colors.
Tumble dry medium heat.
Warm iron if needed.
Donate to Goodwill when no longer needed and care for our planet.
Actual Size - 1.5” x 2.5”
60°f Machine wash cold with like colors.
Tumble dry medium heat.
Warm iron if needed.
Donate to Goodwill when no longer needed and care for our planet.
Product Tag
brand applications | 20
Price Tag Womens2” X 4”
Price tag - Womensfront back
On 2.10.11 Levi is launched it’s
biggest reveal since the original jean
was created. Launching into the high
fashion market, be a part of redefining
you with Levi Strauss leading the way.
ITEM # 000000000
DESCRIPTION | WOMENS 550 SLIM
SIZE 00
PRICE | $00.00
12345678910111234 34.95
ITEM # 000000000
DESCRIPTION | WOMENS 550 SLIM
SIZE 00
PRICE | $00.00
On 2.10.11 Levi is launched it’s
biggest reveal since the original jean
was created. Launching into the high
fashion market, be a part of redefining
you with Levi Strauss leading the way.
12345678910111234 34.95
Actual Size - 2” x 4”
brand applications | 21
Price Tag Mens 2” X 4”
On 2.10.11 Levi is launched it’s
biggest reveal since the original jean
was created. Launching into the high
fashion market, be a part of redefining
you with Levi Strauss leading the way.
ITEM # 000000000
DESCRIPTION | MENS 550 STANDARD
SIZE 00
PRICE | $00.00
12345678910111234 34.95On 2.10.11 Levi is launched it’s
biggest reveal since the original jean
was created. Launching into the high
fashion market, be a part of redefining
you with Levi Strauss leading the way.
ITEM # 000000000
DESCRIPTION | MENS 550 STANDARD
SIZE 00
PRICE | $00.00
12345678910111234 34.95
Price tag - Mensfront back Actual Size - 2” x 4”
brand applications | 22
Retail Bag
brand applications | 23
GIFT CARD
6006 4912 5009 7215gift card The issuance of this gift card is subject to the following terms and conditions. This gift card bears no expiration date. Redeemable for merchandise only at any Levi’s Strauss & Co. store, online or affiliate. This card may not be redeemed for cash and will not be replaced if lost or stolen. After 24 months of non-use, an administrative service fee of $1.00 per month retroactive to the beginning of the 24 month period will be deducted from the remaining balance. Variance from the foregoing is prohibited except where mandated by law.
6006491250097215915
c0052
SV0701275
w w w. l e v i l a u n c h . c o m
for automated balance inquiries only call: 1-888-476-4700
6006 4912 5009 7215gift card The issuance of this gift card is subject to the following terms and conditions. This gift card bears no expiration date. Redeemable for merchandise only at any Levi’s Strauss & Co. store, online or affiliate. This card may not be redeemed for cash and will not be replaced if lost or stolen. After 24 months of non-use, an administrative service fee of $1.00 per month retroactive to the beginning of the 24 month period will be deducted from the remaining balance. Variance from the foregoing is prohibited except where mandated by law.
6006491250097215915
c0052
SV0701275
w w w. l e v i l a u n c h . c o m
for automated balance inquiries only call: 1-888-476-4700
brand applications | 24
GIFT CARD HOLDER
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
brand applications | 25
THANK YOU CARD
On 2.10.11 Levi is launching it’s biggest reveal since the original jean was created. Launching into the high fashion market, be a part of redefining you with Levi Strauss leading the way.
thank youw w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
a purchase totaling $50 or more in store or online, with this coupon. $20 savings coupon is valid for one time up to a purchase of $50 or more, excluding shipping charges. February 10 — April 10.
instant money
$20off
brand applications | 26
EMPLOYEE TSHIRT
Redefine you2.10.2011
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
Redefine you2.10.2011
w w w. l e v i l a u n c h . c o m | f a c e b o o k | t we e t @ l a u n c h . c o m
brand applications | 27
Levi Strauss & Company
COMPANY RESEARCH &ASSESSMENT
Bianca Frank #02319492
GR 365 - OL1: Identity 2
Instructor : Gordon Mortensen
Our Brand | 29
Objects are what matter. Only they carry the evidence that throughout the centuries something really happened among human beings.—Levi Strauss
research & assessment | 30
Levi’s Brand
Levi’s Red Tab Products
Docker’s Brand
Signature by Levi Strauss & Co. Brand
1155 Battery Street
San Francisco, California 94111
415 501 6000
President & CEO John Anderson
Jeanswear
Casual Pants
Dress Pants
Khaki Apparel
Shoes & Accessories
Levi Strauss & Company
COMPANY NOMENCLATURE
COMPANY CONTACT INFO.
PRODUCT(S) OR SERVICE(S)
Our Brand | 31
Original Inventors of “jeans”
History & Longevity in the industry
Industry Leaders
Levi Strauss founded company in 1873 in San Francisco, Ca. Levi Strauss moved to San Fran-
cisco during the time of the gold rush in order to sell tents and wagon coverings to gold min-
ers there. However the demand for this product was not vibrant enough so he took the yards
and yards of stout canvas materials and created durable work pants, which workers found to
work much more efficiently laborious jobs of mining. This created quite a buzz and his new
canvas pants began flying off of the shelves. To keep up with demand he opened a factory in
San Francisco at 98 Battery Street. He switched the material used to denim, added rivets on
the front pockets where stress points were found and that was the start of the Levi’S jeans
wear empire.
UNIQUE SELLING POINTS
COMPANY HISTORY
International
Distribure products through a wide
range of formats including chain and department stores, franchise stores dedicated to the Levi
brand, company-operated retail network, multi-brand specialty sotres, mass channel reailers,
and both company-operated and retailer websites. (levi.com)
RANGE OF BUSINESS
research & assessment | 32
Our Brand | 33
Levi’s Strauss & Co. makes clothing for a wide demographic. Their primary group of custom-
ers are men, women and children. Although their target market does vary greatly between
the different sub-brands, as a whole Levi’s seems to appeal to a wide range of individuals.
A snapshot of quantcast.com measure of the LeviStrauss.com website shows a good look at
what Levi’s key demographics are:
Strong print, web, and television presence
Also various retail establishments that
carry their brand.
PUBLIC CONTACT
DEMOGRAPHICS
research & assessment | 34
Our Brand | 35
MOOD BOARDSUrban Professional , High Fashion, Textures
research & assessment | mood boards | 36
MOOD BOARDS #1 Urban Professional
MOOD BOARDS #2 High Fashion
research & assessment | mood boards | 37
MOOD BOARDS #1 Textures
research & assessment | mood boards | 38
Our Brand | 39
REBRAND DEVELOPMENT Tagline, Logo, Stationery, Business Card, Campaign Imagery
re-brand development | 40
POSSIBLE TAGLINES
FINAL TAGLINE
1. Redefine you
2. couture jeanswear
3. red wear
4. confident coutoure
5. defined
6. refined
7. generation coutoure
8. red hott
Redefine you.
LOGO SKETCHES Initial Logo Directions
re-brand development | 41
LOGO REFINEMENTS Computer Roughs 1
1a
2a
3a
4a
1b
2b
3b
4b
STRAUSS & CO. STRAUSS & CO.
re-brand development | 42
5a 5b
LEVISTRAUSS & CO.
levi strauss & co. levi strauss & co.
7a 7b
levi strauss & co.
levi strauss & co.
8a 8b
6a 6blevi strauss & co.
Logo Refinements Computre Roughs 2
re-brand development | 43
1155 Battery Street San Francisco, CA 94111
p | 415 501 6000
w | levistrauss.com
President & CEO John Anderson
1155 Battery Street San Francisco, Ca 94111
p | 415 501 6000 w | levistrauss.com
redefine you
1155 Battery Street San Francisco, CA 94111
p | 415 501 6000
w | levistrauss.com
President & CEO John Anderson
1155 Battery Street San Francisco, Ca 94111
p | 415 501 6000 w | levistrauss.com
redefine you
LOGO REFINEMENTS Computer Refinements 3
re-brand development | 44
LOGO FINAL
re-brand development | 45
STATIONERY V1
re-brand development | 46
STATIONERY V2
re-brand development | 47
1155 Battery Street San Francisco, CA 94111
p | 415 501 6000
w | levistrauss.com
President & CEO John Anderson
1155 Battery Street San Francisco, Ca 94111
p | 415 501 6000 w | levistrauss.com
Redefine you.
STATIONERY FINAL
re-brand development | 48
CAMPAIGN IMAGERY
re-brand development | 49
final word | 50
When approaching a project such as this, with a company such as Levi Strauss, a designer could feel an incredible sense of overwhelming responsibil-
ity. However, I was truly enveloped by the project and pushing the limits of this brand into a completely new, and uncharted territory was something
that drove me into a completely different arena. A redesign of a brand such as Levi Strauss & Co into a market that they have yet to infiltrate was a
difficult task. It took hours upon hours of research to know where this brand has been, what has worked in the past, and how to bridge this divide that
is so evident in the companies market share.
I began by looking and learning about the brands past, that it was indeed the sole inventor of jeans as we know them today. Levi Strauss & Co. has es-
sentially built the pants of the entire worlds populous and all due to an inventive, and logical creation.
Never did Levi Strauss probably imagine that a designer would come along and hope to move his original product from the casual fare of his everyday
consumer, into the runway fashions of the elite.
In order to bridge this market, I had to develop a visual que to the consumer that not only, Levi’s has a quality product, but one that deserves a pre-
mium retail price as well. In order to do this I merged high fashion imagery, simplistic and updated typefaces as well as simple elegant textures. I
believe by doing this I was able to key into a new side of Levi’s products, that is often overlooked. Levi’s are generally shown as the “rough and rugged”
consumer. In this re-brand, my intention was to develop a sophisticated, elegant, and sexy feeling and exude this through every piece of visual and
tangible atmosphere that the consumer may find themselves in.
I believe I was extremely successful, in moving Levi Strauss & Co. into a new market share of high end fashion, and I believe I have developed a brand-
ing campaign that will suit them in this endeavor in many years to come.
WORDS FROM THE DESIGNER by | Bianca B. Frank
CONTACT:Bianca B Frank | (907) 830 9277
biancafrank.com | [email protected]