Levi?s recently moved to a centralized global business model. With that came the need to create a clear and concise visual identity to celebrate Levi?s heritage while positioning the brand for the future. Turner Duckworth refined the iconic ?batwing? mark, removed the name but added the cropped Æ found on the brand?s famous red tab (a uniquely Levi?s mark of authenticity). The new mark positions the brand for an ambitious future vision: To be an iconic, global brand known for modern design. Turner Duckworth also updated Levi?s iconic ?2 horse? symbol, leather patch, and housemark and created guidelines for their use.