Introduction of the Two Horse Trademark by Levi Strauss
Poet involved
What happened
In 1886, Levi Strauss & Co. introduced its iconic Two Horse trademark, depicting two horses attempting to pull apart a pair of Levi's waist overalls. The logo was designed to symbolize the strength and durability of the pants in the face of competition. It became a lasting symbol of the brand's commitment to quality, and it remains on Levi's products to this day.
Literary impact
The Two Horse trademark, with its imagery of raw power and endurance, became a powerful symbol of the American spirit that poets like Walt Whitman celebrated. The image of two horses straining against a pair of pants evokes a sense of epic struggle that resonates with the themes of conflict and resilience found in American poetry. This logo has been interpreted by poets as a metaphor for the strength of the common man and the indomitable will of the nation.
Source: Levi Strauss & Co.
