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VISUAL & CORPORATE IDENTITY MANUALLevi Strauss & Company

| 2010 BRAND VISUAL GUIDELINES |

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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

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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 peoples shoes.

ORIGINALITY - Being authentic & Innovative.

INTEGRITY - Doing the right thing.

COURAGE - Standing up for what Levis 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 Levis jeans wear

global empire.

COMPANY HISTORY

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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

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RE-BRANDLevi Strauss & Company

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Logo color

The Levi Strauss & Co. corporate colors should be

followed according t