As Coca-Cola would well attest, you don’t meddle with the original.
And now iconic jeans brand Levi’s is suffering a similar backlash after it unveiled a new ’90s-inspired logo.
You could say the brand’s original red “bat wing” design is so entrenched in the fashion annals it hardly needed updating.
Check out the original below and the new-look logo underneath.
And, so what’s causing all the hate? Well, apparently people are saying the apostrophe in the new logo looks more like an exclamation mark and is intended to convey some deeper, hidden message (although no one’s managed to explain what said hidden message is supposed to be!)
Wearers of the brand don’t seem to care, however, the new look appears to have gotten under the skin of designer types who’ve taken to social media to voice their disgust. Here’s a pick of the vitriol (and some love, too).
“Stick it on a Classic Blue square and you’ve got Gap.”
“Another in a long line very ugly logo redesigns. I think the thing is that when a logo is off-balance or unattractive, it causes you to look at it longer like looking at a car wreck.”
“Ugh, makes me cringe.”
“More like Nirvana with a dumb-quote.”
“Screams ‘in-house’. No excuse, in fact, every instance of the logo I found used an apostrophe.”
“Haters gonna hate, but I’m lovin’ it.”
“People will hate. But it’s bang on trend and will sell well.”
“It’s not a logo for type snobs who are quick to point out misuses of characters. It will sell well, and that’s its only purpose.”
“I’m going with foot mark by accident, mainly because I see SO many instances where people just don’t know how to type a proper apostrophe.”
Please login with linkedin to commentLevis
Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]
How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]