Sarah Smith Design
Levis Rebranding

Identity 2
Instructor Gordon Mortenson
Semester Spring 2012

Size 10″x10″
Materials Book, Hangtags, Posters, Advertising and Stationery
Binding Perfectbound Hardcover

Binder Sarah Smith
Printer Alphagraphics, Phoenix, Arizona

For this assignment I chose Levi’s, because I was drawn to their young, hip, utilitarian style. I researched the history of the iconic American brand, starting with their existing logo, and made minor changes that would appeal to a younger demographic. Then I applied the new logo to a marketing campaign that includes advertising, a website, hang tags, and more.


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