Development of Nike logo




I am a huge sports fan.Whenever I go to the mall, I always go and take a look at many sports brands. Speaking of honesty, the one that catches my eye the most is Nike. In 1964, Bill Bowerman,  the field coach at the University of Oregon, founded Blue Ribbon Sports. Bowerman and his student Phil Knight, opened their first outlet of the company Onitsuka Tiger in 1966. 

Later on, sport Nike was founded in 1964. They launched the Nike brand shoe in 1972.  “The company takes its name from the Greek goddess of victory, Nike. The goddess was an inspiration to Greek warriors”. (Campbell Jof & Campbell Jof, 2019). The shape of the logo of Nike was inspired by the wings of the Greek goddess Victory. 

Carolyn Davidson was  the designer of the Nike swoosh in 1971.At the moment, she was studying graphic design at Portland State University.  It is ironic that she only got $35 at that time for the perfect logo.This logo was called “the strip”at first , and it became the “Swoosh” as we know today. The  word “swoosh” illustrates the fast sound, motion, and speed. It is clear that the simplicity of the logo of Nike is iconic, memorable, and refined. People wish they could achieve a goal that is beyond speed, and wearing Nike could make this dream come true. 

The most stylistic choice was that Davidson chose a shape instead of the font. This leads to this logo becoming the most popular graphic design in the world. When the brand Nike first launched, their main figurative and symbolic commodities were track and field sports items. But as a trend changes with the time, Nike is activating in all other areas, and also focusing on fashion. These days, Nike collaborates with high fashion like off white, supreme, and more. Nike also works with many celebrities like Michael Jordan, Edison Chan, Kobe Bryant. I argue that the reason why Nike has become the most popular brand in the world is because of their high quality reliable products, and advancement by the effort to stay ahead of the trend. For example, when there were only a few products from Nike, the colour of Nike swoosh was initially red. But nowadays, the colour changes to black and white. This change enables the product from Nike to match the other clothings. These effort leads the Nike logo to become more transparent, symbolic and representative.

To conclude, Nike is the irreplaceable brand in the world, and the shape of the swoosh is such an influential, well known, and also eye catchy logo. People could easily remember Nike at first sight. As a Nike lover, I bought a lot of shoes and clothes, and I think they were so classic in a neat, tidy and fashionable way, that I could wear them for many years without going out of fashion. Nike earns a lot of respect from young people and Nike represents people’s energy and youth and encourages people to try. Nike makes this world colourful.



Work cited

CreativePassionate International Logo & Brand Identity Design Studio. “Nike Logo Evolution – The $35 Swoosh – Famous Logos.” The Logo Creative | International Logo Design & Branding Studio, 5 Feb. 2020,

Campbell Jof. “9 Surprising Facts You Didn’t Know About Nike’s Swoosh Logo.” Designhill, 27 Nov. 2019, “History of the Nike Logo Design.” Inkbot Design, Inkbot Design, 13 Aug. 2019,


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