Levi’s Blank Tab, one of the most frequently copied trademarks in the world!

Levi Strauss & Co. has built its reputation on durable denim and innovative branding. Central to this legacy is the trademarked Tab, a small but very important element of the Levi’s brand. Today, we are discussing the blank Tab or plain tab with R symbol. This blank version, which lacks the Levi’s logo, exemplifies how trademarks protect not just logos and words but also shapes, positions, and distinctiveness.

The Blank Tab as a Trademark

Levi’s has secured trademarks for multiple iterations of its Tab, including the blank version, which lacks the iconic Levi’s logo. This trademark may seem minor at first glance but plays a critical role in protecting the brand’s identity. The blank Tab protects the physical characteristics of the Tab itself, such as its shape and placement, rather than relying solely on branding elements like word.

By doing so, Levi’s ensures that competitors cannot use similar tabs on their products to confuse consumers or dilute the brand’s distinctiveness. Even if rival brands modify the label or content of their tabs, the trademarked design remains protected. This approach has allowed Levi’s to maintain exclusivity and integrity in a market rife with imitators.

A Brief History of the Tab Device

The Tab Device originated in 1936 when Chris Lucier, Levi’s National Sales Manager, introduced a red fabric ribbon sewn into the seam of a rear pocket on the 501 jeans. The striking contrast of red against blue denim made it easy for consumers and retailers to identify genuine Levi’s products. What began as a practical branding device quickly evolved into a symbol of the Levi’s identity.

Trademark Disputes and Enforcement

Levi’s commitment to protecting its Tab trademarks is evident in its legal actions. One dispute involved Italian luxury brand Brunello Cucinelli, with Levi Strauss alleging that the company’s clothing featured tabs that were nearly identical to its own. Filed in the U.S. District Court for the Northern District of California, the case relied on photographs to show the similarity.

The lawsuit concluded with a settlement, and Levi Strauss dismissed the case with prejudice, preventing its re-filing. Although the terms of the settlement remain confidential, this resolution illustrates Levi’s proactive approach to trademark enforcement.

Levi’s has also pursued actions against other brands, including Hammies, a company accused of copying Levi’s Tab despite a prior agreement to stop using similar designs. Levi’s claims that Hammies violated their agreement, causing consumer confusion and diminishing the value of its branding. Other enforcement efforts have targeted FullCount and Franklin & Poe, with allegations of infringement related to the Tab and Levi’s signature arcuate stitching.

Since the 1980s, Levi Strauss has filed more than 300 trademark cases to protect its intellectual property. From well-known names like Yves Saint Laurent and Kenzo to smaller players, Levi’s strategy has remained consistent: every infringement must be addressed to safeguard the brand’s identity and prevent dilution of its trademarks.

Preserving the Tab’s Legacy

The blank Tab remains a feature on about 10 percent of Levi’s products today. This strategic use ensures that the trademark is actively maintained, a necessary step to protect against cancellation actions that could arise from non-use. Levi’s also employs various colors for its Tabs, including red, white, orange, black, and silver, each corresponding to specific clothing lines. This variety not only differentiates product categories but also shows the versatility of the Tab as a branding tool.

Conclusion

Levi Strauss & Co.’s blank Tab might seem like just an empty square of fabric, but in trademark law, it’s anything but empty. Through consistent use and enforcement, Levi’s has shown the importance of maintaining active rights and addressing potential infringements promptly. The brand has proven time and again that no element of its branding is too minor to defend. In the end, even a blank Tab can speak volumes in the courtroom.