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 set in the ‘authentic customized’ font 

variations of the ‘authentic customized’ font 

imagery combined with the ‘authentic customized’ font 

a variation of the font by build and fresh britain

alternative campaign imagery 

alternative campaign imagery 

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read our interview with michael c. place of build »