Levi, also known as Levi Strauss & Company, is a brand that has been around since 1860’s formed by Levi Strauss and his brother-in-law. At first, the company only sold Overalls, but in the 1920’s the company began selling their iconic jeans. The very first logo they came up with was a very detailed image of two horses being driven in opposite directions which are both pulling on a pair of jeans meant to show durability. That logo can still be seen today on Levi jeans. Since the original logo was so complex the company needed to derive a more simplified logo for branding purposes. Over the course of a few decades the company went from LEVI’S written in all black, to LEVI’S written in white on a red background (the E slightly slanted). Eventually they changed the red rectangle and modeled the outline to the stitching in their jeans, still with the white writing. It wasn’t until recently they decided to remove the brand name altogether on the Curve ID product line. I personally feel the logo isn’t iconic enough to be left without the brand name because the image doesn’t resemble much, but I could definitely be wrong. I feel as though they should continue with the logo from 2000.