What does the Two Horse logo on Levi’s jeans symbolize?
Answer
Strength
The Two Horse logo on Levi’s jeans symbolizes strength.
The image shows two horses pulling in opposite directions against a pair of riveted jeans. Levi Strauss & Co. used the design to communicate that its products were exceptionally durable and difficult to tear apart.
The company introduced the image in the late nineteenth century, when pictorial trademarks were especially useful because many customers could not read brand names. The horses made the product’s intended promise immediately understandable across language barriers.
The logo is sometimes described as a “Two Horse” or “Two Horse Brand” mark. It should not be confused with Levi’s later red Tab or the wing-shaped Arcuate stitching on the back pockets; those are separate trademarks and visual identifiers.