levi’s font by build and fresh britain
 
levi’s font by build and fresh britain
feb 04, 2015

levi’s font by build and fresh britain

levi’s font by build and fresh britain

 

 

build collaborated with fresh britain to develop a font for levi’s based on the form of its logo. the levi’s logo in turn references the levi’s arcuate – the arched stitching on the back pockets of their jeans and it was this that provided the starting point for the work. the project was completed in 2013 for the campaign ‘authentic expression’ and included the creation of 3 different versions of the font: regular, backslant and oblique. 

 

 

 

levi’s font by build and fresh britain

LEVI’S set in the ‘authentic customized’ font 

 

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variations of the ‘authentic customized’ font 

 

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imagery combined with the ‘authentic customized’ font 

 

levis_font_05

 

levis_font_06

 

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a variation of the font by build and fresh britain

 

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alternative campaign imagery 

 

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alternative campaign imagery 

 

more
read our interview with michael c. place of build » 

 

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