If you've ever owned a pair Levi's, and even if you haven't (who are you?), you've seen Levi's world-known stitched-on logo, the arcuate. The usually gold, swooping thread has a shrouded past. The 1906 San Francisco Earthquake ripped and ravaged the city; setting the Levi's building on fire. All company records were lost, and the meaning of its most iconic image was burried in flames.