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Levi’s Two Horse, Red Tab & Batwing Logo’s by Highsnobiety

Highsnobiety has a great range of video’s called ‘Behing the logo’. This original Highsnobiety serie explores the history, design, and evolution of the biggest trademarks in the industry. Their latest episode dives into the Levi’s logoThis episode they show the story behind the Two Horse, Red Tab, and Batwing logo’s. And how they became the instantly recognizable emblems they are today.

Two Horse Logo

Having three logo’s could be seen as unnecessary as most brands have just one. But each of the American denim brand logo’s marks a significant milestone in the brand’s evolution. Their first logo was the so called Two Horse logo. The logo shows two horses pulling a pair of Levi’s apart to show the strength of their jeans. People refered in stores to this logo as they asked for a pair of Two Horse jeans for their high quality which they saw in the logo. So a lot of people refered to the Two Horse brand instead of to Levi’s in the beginning.


Red Tab & Batwing Logo’s

In 1936 Levi’s launched their Red Tab to protect their jeans as a lot of competitors copied their arcuate stitching. The little red cloth on the back of the right back pockets became a very strong brand dna. In 1943 the brand got the patent for the arcuate stitching too, which also shows the Batwing logo. Read more about the back pockets in previous article ‘Learn the 7 key details from Levi’s back pockets’ here.

Nowadays Levi’s is using their Batwing logo on many different ways, this to keep it fresh. They use it on t-shirts in classic red, but also in other colours, even rainbow colours. Every now and then they flip the logo on shirts, or put names of big cities above it too.

Both branding elements became very strong and unique details of Levi’s.


In the new episode Highsnobiety also highlight the long history of the brand. How they started their business with miner pants, and how they ended up as one of the most respected denim brands in the world.

Watch the video here below and learn everything you need to know about Levi’s Two Horse, Red Tab and their Batwing logo.

www.highsnobiety.com & www.levis.com

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.