New Levi's logo is infuriating typophiles

Levi's logo
(Image credit: Levi's)

Levi's bold logo is one of the most instantly recognisable and iconic designs. In fact, the strength of Levi's branding is so strong, they needn't worry about experimenting with new designs, right? Maybe not. 

Levi's has recently revealed a new '90s-inspired logo, which is a world away from the beloved batwing design we're so used to seeing. The current sans-serif design has been replaced with a serif typeface that has a real retro feel. But it's not the new typeface that has designers up in arms, but the apostrophe. Or is it the lack thereof?

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Kerrie Hughes
Freelance writer

Kerrie Hughes is a frequent contributor to Creative Bloq, and was once its editor. One of the original CB crew, Kerrie joined the team back in 2013 after moving from her role as staff writer on 3D World. Since then she's written regularly for other creative publications such as ImagineFX, Computer Arts and Digital Camera World. After a stint working for the police, Kerrie is back reviewing creative tech for creative professionals.