Levi's color palette
FashionLevi's brand color identity is defined by its iconic Levi's Red, a bold and instantly recognizable shade used across its logo and branding. The palette is supported by deep blacks, crisp whites, and neutral grays to create a timeless, classic look.
levi.comLevi's colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Levi's RedPrimary226, 35, 26
- Levi's BlackSecondary35, 31, 32
- Levi's WhiteAccent255, 255, 255
Surfaces
Page, cards and dividers.- Levi's Light GrayBackground245, 245, 245
- Levi's Off WhiteSurface250, 250, 250
- Levi's Border GrayBorder211, 211, 211
Text
Three tiers of copy.- Levi's Text BlackText35, 31, 32
- Levi's Text GraySecondary text118, 118, 118
- Levi's Muted GrayMuted text179, 179, 179
Semantic
Feedback and state colors.- Levi's Success GreenSuccess58, 145, 63
- Levi's Warning OrangeWarning245, 166, 35
- Levi's Error RedError208, 2, 27
- Levi's Info BlueInfo20, 118, 204
Use Levi's's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
levis-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #1476CC;
--error: #D0021B;
--accent: #FFFFFF;
--border: #D3D3D3;
--primary: #E2231A;
--success: #3A913F;
--surface: #FAFAFA;
--warning: #F5A623;
--secondary: #231F20;
--text-muted: #B3B3B3;
--background: #F5F5F5;
--text-primary: #231F20;
--text-secondary: #767676;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
15.0:1
Pass
Text on surface
Needs 4.5:1 for body text
15.6:1
Pass
Secondary text on background
Needs 4.5:1 for body text
4.2:1
Fail
Secondary text on surface
Needs 4.5:1 for body text
4.4:1
Fail
Muted text on background
Needs 3:1 for large text
1.9:1
Fail
Muted text on surface
Needs 3:1 for large text
2.0:1
Fail
Levi's gray and neutral colors
The quiet part of the Levi's palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Levi's Light GrayBackground
- HEX
- RGB
- HSL
- Levi's Off WhiteSurface
- HEX
- RGB
- HSL
- Levi's Border GrayBorder
- HEX
- RGB
- HSL
- Levi's Text BlackText
- HEX
- RGB
- HSL
- Levi's Text GraySecondary text
- HEX
- RGB
- HSL
- Levi's Muted GrayMuted text
- HEX
- RGB
- HSL
About Levi's's colors
Levi's color palette is built around a strong, vivid red complemented by neutral blacks, whites, and grays. This creates a bold, timeless, and versatile visual identity.
Primary red contrasts with neutral backgrounds.
Black and gray provide structure and hierarchy.
Accent white ensures clarity and readability.
Psychology
Levi's Red evokes energy, passion, and confidence, reinforcing the brand's heritage and authenticity. The supporting neutrals convey reliability and timelessness.
Evolution
Levi's color palette has remained consistent for decades, with Levi's Red as the central brand color. Minor adjustments to gray and white tones have been made for digital clarity.
Where Levi's uses each color
- Primary
Levi's Red is used in the logo, primary buttons, and key promotional banners.
- Secondary
Levi's Black appears in navigation bars, footer backgrounds, and text.
- Accent
Levi's White is used for backgrounds, text, and to highlight key elements.
- Backgrounds
Levi's Light Gray and Off White are used for main page backgrounds and product cards.
- Text
Text Black and Text Gray are used for headings and body copy respectively, with Muted Gray for secondary information.
- Semantic
Success Green, Warning Orange, Error Red, and Info Blue are used for status messages and notifications.
Levi's color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Levi's brand color hex code is #E2231A, known as Levi's Red.
Levi's Red (#E2231A) in RGB is (226, 35, 26) and in CMYK is (0, 85, 88, 11).
Levi's uses several neutrals: Levi's Light Gray (#F5F5F5), Off White (#FAFAFA), Border Gray (#D3D3D3), and Text Gray (#767676).
Use Levi's Red (#E2231A) for primary actions and branding, with neutrals for backgrounds and text to maintain clarity and brand consistency.
The secondary color is Levi's Black, #231F20, and the accent is Levi's White, #FFFFFF. Together with the primary they make up the three brand colors at the top of this page.
2 of 6 text and background pairings meet WCAG 2.1 AA contrast. The contrast section above shows every pairing with its exact ratio.
Use the export block on this page. It gives you CSS custom properties, a Tailwind config, W3C design tokens or a shadcn/ui theme built from these exact hex values, with copy and download buttons.
Yes. Export the Claude Code skill, Cursor rules or Codex prompt from the same block. The agent then applies Levi's's colors consistently when it generates UI.
Make something in the spirit of Levi's
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.