Levi’s has brought its viral covered Batwing logo moment to the UAE, with installations now live across selected stores in the country.
The story began at Levi’s Stadium in California during a global football tournament that’s currently underway, where event regulations required the venue’s large scale Levi’s sign to be temporarily covered.
The logo was covered in white to the exact shape of the logo, which while it erased the lettering and the color of the brand, its batwing-shaped logo remained unmistakably identifiable as Levi’s.
Instead of fading into the background as intended by the tournament, the blanked-out white Batwing silhouette took on a life of its own – drawing attention from visitors on ground who spotted this change. Pictures of the white-out logo were posted online by the visitors which drew further attention to the brand, when it began trending on social media and prompted conversations about brand recognition and the power of iconic design for a logo. The covered logo generated as much curiosity and discussion which might have been as much if the original branding was left as itself.
The Levi’s team in the region capitalised on this moment by bringing in the blank logo and installing it across stores in the UAE, also bringing in a hint of the global football tournament to region.
Now making its Middle East debut, according to brand, the installation will gives shoppers in the UAE the chance to engage with the viral moment firsthand through an in-store interpretation of the covered Batwing that captured global attention.
The complete activation was a part of a global move from Levi’s where the white logo has been installed across major locations in Paris, London, Brazil, Milan, HongKong, Mexico and Berlin.
For the brand with more than 170 years of heritage, the activation serves as a simple but effective demonstration of the Batwing’s enduring cultural relevance – and of how, occasionally, a brand can become even more noticeable by revealing a little less.