evolution history and meaning
- It is a legendary name in the history of denim fashion, and today it is a part of Kontoor Brands group.
- Meaning and history Being one of the denim pioneers, the fashion label started its path from grocery distribution and quickly saw the opportunity of the business expansion to the work clothing market.
- This is how the story of the legend begins.
- 1899 — The 1960s Lee is the brand without which the history of modern fashion can not be imagined, as its iconic jeanswear is something every person should have.
- The first logo for Lee was created when the brand specialized in grocery and dry foods distribution and featured a yellow rounded badge with a smooth elegant “Lee” lettering in red.
- The yellow circle was outlined in a green wreath and had a delicate sans-serif tagline with the trademark number on the bottom.
- Later, when the first line of the work-wear was launched, the logo was redesigned.
- The bold black lettering in red outline was placed on a bright yellow background between “Union Made” in red above it, and “Highest Quality Work Clothes” under it.
- The additional lettering featured different typefaces, from bold cursive ti solid sans-serif.
- The 1940s — Today In the 1940s the iconic logo we all know today was created.
- The dark gray inscription was set on a beige rectangle, and this is how the first badge, placed on the jeans looked like.
- The 1960s — The 1970s In the 1960s the brand was using a monochrome wordmark in a custom sans-serif typeface, where all the letters were placed very close to each other, and the “L” had is right bar slightly inclined to the next “E”.
- It is a refined and minimized version of the logo, created in the 1940s, with its lines thinner and more delicate, executed in a dark yellow shade and placed on a white background.
- It looks stylish and unusual, showing the brand’s creativity and ability to change and grow.