Levi's first used its famous Batwing logo in 1967.
The design is a stylized curved shape resembling the stitching pattern on the back pockets of Levi’s jeans. It gave the brand a bold visual symbol that could work on labels, advertising, clothing, and retail materials.
The Batwing appeared during a period when Levi Strauss & Co. was expanding beyond its older workwear identity and becoming a major youth-culture brand. Its introduction is therefore linked with the broader modernization of Levi’s visual identity in the late 1960s.
The logo is sometimes mistaken for the Red Tab, but they are different brand elements. The Red Tab is a small fabric label sewn into a pocket seam, while the Batwing is a larger graphic emblem.