JKR

The rule of thumb is that a design look and feel which is consistent helps build strong brands. But in the super-brand league this is less true. Massive brands with a too ordered an approach risk appearing monolithic, ubiquitous and dull. The well-oiled machine that is an uber-brand has a greater sense of soul if one of the wheels is allowed to be a little wonky.

Levi’s is a good case in point. Since the late nineteenth century it has created a plethora of branding devices, from the horses pulling the jeans which adorns the leather patch, to the truly iconic red tab. With such famous equities a less imaginative brand would just trot out the same old logo every time. But Levi’s tends to rotate its equities creating a sense that they are still “authentic” rather than blandly corporate.

These posters (just up on the London tube) look fantastic. Promoting Levis’ flagship London store (and thus telling us “they’re more than just jeans”) they use the company logo. This device (I guess it’s based on a denim jacket pocket) is familiar, but less famous than the red tab. And that’s the point – it’s still recognisable, even without the word – but it feels like an old friend one hasn’t seen in a while. The application also has a contemporary feel, giving it a sense of “new news”.

By adopting a slightly wonky approach to core iconography Levi’s manages to feel visually fresh – no small achievement for such an established brand.