Decoding the Levi’s jeans’ logo and symbols: Unveiling the secrets hidden on the iconic patch

Levi Strauss & Co. was founded in 1853 when German immigrant Strauss opened a business in San Francisco with the famous riveted jeans being officially patented in 1873.

The jeans' durability, style and high quality lead to the clothing items being a global success and it’s reported that over 1.25 billion pairs of Levis jeans are currently sold around the world each year.

The Levis logo is as recognisable a global brand as the likes of Coca-Cola, Apple, Nike but what do the symbols on the back of each pair of denims mean ?

Breaking down the Levi’s logo

Levi Strauss & Co. features at the top of the logo which is the corporate identity of the company.

San Francisco, Cal features next which makes reference to the original address for Levi Strauss & Co. which was was 62 Sacramento Street, San Francisco, (California).

The Two Horses logo was devised to showcase the toughness of the pants as two horses try to rip the jeans apart. Strauss also felt that this logo would resonate on an international level with the visual image speaking for itself.

The reason behind the numbering of certain types of jean is unknown as many of the original company records were destroyed in the 1906 San Francisco earthquake. We do know that items that started with a “5” were the top-of-the-line.

Jacob Davis was a tailor from Nevada who came up with the idea of using copper rivets to secure pockets and reinforce areas of stress on a pair of pants to make them more durable. The Patented May 20, 1873 date is when Strauss and Davis received their patent for the riveted jeans.

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