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Our Brand | 3

VISUAL & CORPORATE IDENTITY MANUAL Levi Strauss & Company

| 2010 BRAND VISUAL GUIDELINES |


Our Brand | 4


contents | 5

IDENTITY MANUAL

Contents................................................................. 05

Company Research & Assessment

Our Brand Company History................................................... 06 Mission Statement.. ............................................... 06 Vision Statement................................................... 06 Brand Strategy.. ..................................................... 08 Positioning Statement........................................... 08 Future Product Promo.. ......................................... 08

Company Nomenclature.. ...................................... 30 Company Contact Info... ......................................... 30 Product(s) or Service(s).. ....................................... 30

Rebrand Logo Usage / Format.. ........................................... 10 Tagline.. .................................................................. 11 PMS Color System................................................. 11 Typography.. ........................................................... 12

Public Contact........................................................ 34 Demographics.. ...................................................... 34

Table of Contents

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

Range of Business.. ............................................... 32 Unique Selling Points............................................ 32 Company History................................................... 32

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

COMPANY HISTORY

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 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 global empire.

MISSION 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 satisfying 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.”

VISION STATEMENT

“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)


Our Brand | 7


our brand | 8

BRAND STRATEGY

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 possible 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 information 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.

POSITIONING STATEMENT

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.

FUTURE PRODUCT PROMO

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.


Our Brand | 9

RE-BRAND Levi 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.

logo graphic

Levi letterform

corporation

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.

PMS Corporate Red PMS 187C C5 M100 Y71 K22 To be used...

Black

Reversed

PMS 541 C100 M61 Y0 K45

May be reversed out of Levi Corporate red or black

To be used...


re-brand | 11

IDENTITY MANUAL

Redefine You

Tagline

PMS COLOR SYSTEM

PMS | 187C

PMS | Trans. White

PMS | Cool Gray 6 C


re-brand | 12

TYPOGRAPHY

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 replaced 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 typography 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 universally 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.


Our Brand | 13

BRAND APPLICATIONS Levi Strauss & Company


Our Brand | 14


brand applications | 15

STATIONERY Corporate

1155 Battery Street San Francisco, CA 94111

President & CEO John Anderson 1155 Battery Street San Francisco, Ca 94111 p | 415 501 6000 w | levistrauss.com

Redefine you.

p | 415 501 6000 w | levistrauss.com


brand applications | 16

POINT OF SALE SIGNAGE 8.5” x 11”

2.10.2011

2.10.2011

Redefine you

Redefine you 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.

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.levilaunch.com | facebook | tweet@launch.com

w w w.levilaunch.com | facebook | t weet@launch.com


brand applications | 17

PRINT AD Magazine Spread 14” X 18.5”

2.10.2011

Redefine you LEADER OF THE DENIM WORLD ENTERING A NEW MARKET Astis 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 moltius, Cuppliquod re te atisquam etrae furs vide huisum

2.10.2011

ne you

iam host? Dac tandico ninestratat atquem patquem odieme diu macchui deoraes imiuspiori ingulto rtesciemust esuam priverviris sim pericie nihilici sendum hosticiam con dem ut confirmis hem qui perudacio

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.

LEADER OF THE DENIM WORLD ENTERING A NEW MARKET Astis 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 moltius, Cuppliquod re te atisquam etrae furs vide huisum iam host? Dac tandico ninestratat atquem patquem odieme diu macchui deoraes imiuspiori ingulto rtesciemust esuam priverviris sim pericie nihilici sendum hosticiam con dem ut confirmis hem qui perudacio CatiusEque pubis. Unulla num dees cons pubi pubis comaximus 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 w w w.levilaunch.com | facebook | t weet@launch.com

Astis pon sustrum te que auc ferfitrur labem ex manum inem sedis bonsulin Etrunum periptea vid diis a nos, cont.

CatiusEque pubis. Unulla num dees cons pubi pubis comaximus 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 w w w.levilaunch.com | facebook | t weet@launch.com

Astis pon sustrum te que auc ferfitrur labem ex manum inem sedis bonsulin Etrunum periptea vid diis a nos, cont.


brand applications | 18

BILLBOARD 12’ X 24’


brand applications | 19

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.

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.levilaunch.com | facebook | tweet@launch.com

w w w.levilaunch.com | facebook | t weet@launch.com


brand applications | 20

Tags Product Tag

Care Tag back

60°f

Inside clothing label / size tag front

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.

Actual Size - 1” x 4”


brand applications | 21

Price Tag Womens 2” X 4”

Price tag - Womens front

back

Actual Size - 2” x 4”

On 2.10.11 Levi is launched it’s biggest reveal since the original jean

ITEM # 000000000 DESCRIPTION | WOMENS 550 SLIM

was created. Launching into the high fashion market, be a part of redefining

SIZE 00

you with Levi Strauss leading the way.

PRICE | $00.00

12345678910111234 34.95 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


brand applications | 22

Price Tag Mens 2” X 4”

Price tag - Mens front

back

Actual Size - 2” x 4”

On 2.10.11 Levi is launched it’s biggest reveal since the original jean

ITEM # 000000000 DESCRIPTION | MENS 550 STANDARD

was created. Launching into the high fashion market, be a part of redefining

SIZE 00

you with Levi Strauss leading the way.

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 34.95

PRICE | $00.00

12345678910111234 34.95


brand applications | 23

Retail Bag


brand applications | 24

GIFT CARD

ft card

4912 5009 7215

gift card

6006 4912 5009 7215

for automated balance inquiries only call: 1-888-476-4700

SV0701275

6006491250097215915

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.

w w w.levilaunch.com

c0052

for autom

60064

The issuanc card bears n & Co. store, replaced if $1.00 per m from the re mandated b


brand applications | 25

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 | 26

THANK YOU CARD

20

instant money

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.

$

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.

off

w w w.levilaunch.com | facebook | tweet@launch.com

thank you


brand applications | 27

EMPLOYEE TSHIRT

2.10.2011

Redefine you w w w.levilaunch.com | facebook | t weet@launch.com

2.10.2011

Redefine you w w w.levilaunch.com | facebook | t weet@launch.com


COMPANY RESEARCH & ASSESSMENT Levi Strauss & Company

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

COMPANY NOMENCLATURE

Levi’s Brand

Levi Strauss & Company

Levi’s Red Tab Products Docker’s Brand Signature by Levi Strauss & Co. Brand

COMPANY CONTACT INFO.

1155 Battery Street San Francisco, California 94111 415 501 6000 President & CEO John Anderson

PRODUCT(S) OR SERVICE(S)

Jeanswear Casual Pants Dress Pants Khaki Apparel Shoes & Accessories


Our Brand | 31


research & assessment | 32

RANGE OF BUSINESS

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)

UNIQUE SELLING POINTS

Original Inventors of “jeans” History & Longevity in the industry Industry Leaders

COMPANY HISTORY

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 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.


Our Brand | 33


research & assessment | 34

PUBLIC CONTACT

Strong print, web, and television presence Also various retail establishments that carry their brand.

DEMOGRAPHICS

Levi’s Strauss & Co. makes clothing for a wide demographic. Their primary group of customers 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:


Our Brand | 35

MOOD BOARDS Urban Professional , High Fashion, Textures


research & assessment | mood boards | 36

MOOD BOARDS #1 Urban Professional


research & assessment | mood boards | 37

MOOD BOARDS #2 High Fashion


research & assessment | mood boards | 38

MOOD BOARDS #1 Textures


Our Brand | 39

REBRAND DEVELOPMENT Tagline, Logo, Stationery, Business Card, Campaign Imagery


re-brand development | 40

POSSIBLE TAGLINES

1. Redefine you 2. couture jeanswear 3. red wear 4. confident coutoure 5. defined 6. refined 7. generation coutoure 8. red hott

FINAL TAGLINE

Redefine you.


re-brand development | 41

LOGO SKETCHES Initial Logo Directions


re-brand development | 42

LOGO REFINEMENTS

1b

1a

Computer Roughs 1

STRAUSS & CO.

STRAUSS & CO.

2a

2b

3a

3b

4a

4b


re-brand development | 43

Logo Refinements Computre Roughs 2

5a

5b

LEVI STRAUSS & CO.

6a

6b

7a

7b

levi strauss & co.

8a

levi strauss & co.

levi strauss & co.

8b

levi strauss & co.

levi strauss & co.


re-brand development | 44

LOGO REFINEMENTS Computer Refinements 3

1155 Battery Street San Francisco, CA 94111

1155 Battery Street San Francisco, CA 94111

President & CEO John Anderson 1155 Battery Street San Francisco, Ca 94111 p | 415 501 6000 w | levistrauss.com


re-brand development | 45

LOGO FINAL


re-brand development | 46

STATIONERY V1


re-brand development | 47

STATIONERY V2


re-brand development | 48

STATIONERY FINAL

1155 Battery Street San Francisco, CA 94111

President & CEO John Anderson 1155 Battery Street San Francisco, Ca 94111 p | 415 501 6000 w | levistrauss.com

Redefine you.

p | 415 501 6000 w | levistrauss.com


re-brand development | 49

CAMPAIGN IMAGERY


final word | 50

WORDS FROM THE DESIGNER by | Bianca B. Frank When approaching a project such as this, with a company such as Levi Strauss, a designer could feel an incredible sense of overwhelming responsibility. 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 essentially 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 premium 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 branding campaign that will suit them in this endeavor in many years to come.

CONTACT: Bianca B Frank | (907) 830 9277 biancafrank.com | design@biancafrank.com


Rebrand Manual