Levi's Has the World's Fifth-Oldest Logo

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

When AirBNB unveiled its updated logo last month, the Internet kinda lost it. People loved it, they hated it, they thought it looked naughty. Everyone had an opinion. And that's one of the reasons that companies update their branding: Simply to get people talking. Remember when Gap tried that disastrous logo revamp in 2010 before reverting back to its tried and true look? Both decisions dominated the news for days.

Despite the publicity that comes with a new look, some brands would prefer to stick with what works; that's certainly been the case for San Francisco's Levi Strauss & Co., which has been using its two-horse logo since 1886. According to 24/7 Wall Street, that makes it the fifth-oldest logo in the world.

Look closely at the label on the back of your Levi's, and you'll see those horses are "straining to pull a pair of jeans apart." Levi's says the design represents its "durable, authentic jeans." And while 128 years is a long time to stick with a single image, it's relatively young compared to the world's oldest logo —the Stella Artois design— which has been in use since 1366.
· LS&Co. logo named 5th oldest in the world [LeviStrauss.com]
· How Levi's Plans to Stay Relevent for the Next 150 Years [Racked]