The Levi’s Logo: Timeless Appeal
Today, the logo is the central point of any company’s branding policy. A logo makes the business appear credible and professional. Marketing has become so crucial and logos being the focal point of marketing campaigns, all the companies strive for generating the most eye-catching logo to garner their customer’s attention. The logo has become the trump card in the hands of the businessmen to build up the distinct brand.
This craze for branding and logo centric marketing is however a new phenomena. There are certain world famous brands that started using distinct logos years after their brands already earned huge customer recognition. In today’s marketing scenario it may sound ridiculous but the brands like Rolex or Levi’s earned their logos years after the first introduction of the product in the market. The red tab of Levi’s, which even the kids can recognize today, came into being 63 years after Levi blue jeans was officially patented.
The advent of Levi’s logo
In the mid 19th century, the gold mining industry was roaring with prospects in Western parts of American continent. The common consumer products were in significantly short supply. People did not even have pants that would last through the hassles of industry life. This inspired Levi Strauss, a young German settler to start manufacturing of workpants that are as tough and rugged as canvas.
He joined hands with Nevada tailor David Jacobs and together they took the patent of putting rivets in pants for strength. This marked the arrival of “blue jeans”.
Initially it was the two horse design that used as the trademark of Levi’s jeans. The famous red tab was introduced in 1936—the idea was to earn recognition even from distance. And Levi’s logo has been proved one of the most result oriented logos of all time. With the changes in marketing style and branding system, the logo remained a constant feature throughout the phases of all ups and downs.
Levi’s logo as the integral part of modern branding system
However, with branding scenario fast changing, the logos are also used in different distribution systems and diverse communications channels. Like other international brands, in this new millennium, Levi’s also has to keep in mind the foreign markets while using their logos in marketing campaigns in other countries. It has also become imperative that the product has to widen its targeted market as it delves deeper in the business. As such today Levi’s logos are used more strategically to make an appeal to a much broader market comprising not only the males, but a growing number of female consumers.
A highly effective logo has the capacity of setting the tone for a type of product making the rivals adopt a similar visual vocabulary to compete with the former. Nike, Coca Cola all have done this and Levi’s has also invited the same reaction from its competitors. The Diesel logo is a good case in point. Staying within the circle pioneered by Levi’s the diesel logo tries to define itself within the industry set up, but doesn’t tend to imitate the former.
Today like all other well known international brands, the Levi’s logo also enjoys huge distribution channel diversity. In addition to the traditional advertising, this includes online marketing, institutional marketing, and event marketing and so on. The vast retail presence particularly makes the Levi’s logo more visible to the common consumers.
The huge success of Levi’s Logo can be explained by some of its positive attributes:
* The understanding of the target audience
* Consumer oriented communication process
* Spreading the brand logo far and wide through retail chains
* A consistent positioning of the logo in marketing
To wrap it all, Levi’s red tab is a perfect example of target oriented logo and that is what helped it become the most recognized brand in the apparel segment in the whole world.
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