Download - Rebrand Manual

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

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


POINT OF SALE SIGNAGE 8.5” x 11”


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.




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.



BILLBOARD 12’ X 24’


EXTERIOR POSTER 43” X 62”






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


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






12345678910111234 34.95

Actual Size - 2” x 4”


Price Tag Mens 2” X 4”






ITEM # 000000000

DESCRIPTION | MENS 550 STANDARD

SIZE 00

PRICE | $00.00

12345678910111234 34.95On 2.10.11 Levi is launched it’s





ITEM # 000000000

DESCRIPTION | MENS 550 STANDARD

SIZE 00

PRICE | $00.00

12345678910111234 34.95

Price tag - Mensfront back Actual Size - 2” x 4”


Retail Bag


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


GIFT CARD HOLDER



THANK YOU CARD


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


EMPLOYEE TSHIRT






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


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


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


Our Brand | 35

MOOD BOARDSUrban Professional , High Fashion, Textures

research & assessment | mood boards | 36

MOOD BOARDS #1 Urban Professional

MOOD BOARDS #2 High Fashion


MOOD BOARDS #1 Textures


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


LOGO REFINEMENTS Computer Roughs 1

1a

2a

3a

4a

1b

2b

3b

4b

STRAUSS & CO. STRAUSS & CO.


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



p | 415 501 6000

w | levistrauss.com




redefine you


p | 415 501 6000

w | levistrauss.com




redefine you

LOGO REFINEMENTS Computer Refinements 3


LOGO FINAL


STATIONERY V1


STATIONERY V2



p | 415 501 6000

w | levistrauss.com




Redefine you.

STATIONERY FINAL


CAMPAIGN IMAGERY


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]