Without a doubt, one of the most recognisable corporate logos in the modern world belongs to the Nike brand. An elegant swoosh or tick is all the majority of consumers need to see to associate a product with the trusted company name. But have you ever wondered about the development of such an iconic sportswear symbol? It turns out the Nike swoosh has a rather interesting trademark history, and if you're interested in promotional products you'll want to read more!

How Nike Invented Their Promotional Logo

When Nike was an emerging brand it not only didn't have a logo, but it was struggling to find an identity after changing its name from "Blue Ribbon Sports." Although the company founders, Bill Bowerman and Phil Knight, had great ambitions for the brand, at the time (late 60's, the early 70's) they were both battling to pay the bills. Knight was even working a second job at Portland State University to make ends meet, which is where he met a young graphic design student who would help change the company's image forever.

Carolyn Davidson hadn't aspired to be a graphic designer (she started studying journalism) but fell into studying design while looking to fill her slate of elective units. When Davidson voiced at university one day that she was struggling to afford the oil pants she required for her studies, accounting teacher Phil Knight thought he might have a solution for her. He and Bowerman would pay Davidson to do basic designs for their pitches and presentations. It gave her a few dollars, and it helped them make professional pitches. Everything changed, however, when the two founders needed a new logo for their renamed company, Nike. Their request? A logo that conveyed movement and speed.

An Incredible Promotional Logo for Only $35?!

It took Carolyn Davidson around 17 hours to complete her original design for the Nike "swoosh." Davidson submitted five different logo designs to Knight and, pressed for time; Knight selected the swoosh despite not particularly liking it. Bowerman and Knight were invoiced $35 by Davidson, which was less than $2 an hour for her efforts (around $220 in the present day when adjusted for inflation). It's amazing to think that one of the most famous promotional logos of all time cost only $35, but it did! Davidson worked for the company for several years, with the business expanding so much during the 70's that they had to hire additional design staff to keep up with demand.

Nothing Beats a Memorable Logo

While the Nike logo has changed over time regarding its text, the swoosh itself has remained largely unchanged. This owes to Davidson's simple, effective design. The logo meets the standards Bowerman and Knight set (to convey movement), and now that it's associated with so many different running shoes and athletes, there's an even heavier association with quality and skill. Although Davidson's invoice was paid in full upon delivery of her design, in 1983 with the company's incredible success, Knight presented the original swoosh designer with shares in the business and a diamond swoosh ring to commemorate her success. A wonderful story about a logo that is now the definition of iconic.

First spotted here: https://www.highsnobiety.com/p/nike-swoosh-history/