The Nike Swoosh

The Nike “swoosh” is perhaps one of the most recognizable (and thereby you could argue the most successful) trademarks in the world. It was designed in 1971 by Carolyn Davidson, who was a graphic design student at Portland State University. Phil Knight, the eventual co-founder and Chairman of Nike, was teaching accounting classes at Portland University at the same time. Born in Portland, he graduated from the University of Oregon and went on to receive at his Masters at Stanford Graduate School of Business. He eventually returned to Oregon where he started his own shoe company called Blue Ribbon Sports (BRS) with Bill Bowerman. The two men traveled across the Pacific Northwest selling Blue Ribbon Sports shoes at track meets.

A friend of Knight’s eventually suggested the name Nike, after the winged Greek goddess of victory. With a new name, Knight needed a new slogan. He turned to Carolyn Davidson, whom he had met at Portland State University, and asked her to brainstorm some branding ideas for Nike. Davidson’s task was to come up with a design that suggested movement. Charging a rate of two dollars per hour, Davidson ultimately presented Knight with the Swoosh. Knight gave her in return a check for 35 dollars.

Knight reportedly was not wild about Davidson’s design but accepted it because of encroaching deadlines. He is quoted as saying, “I don’t love it, but it will grow on me.” The Swoosh, of course, went on to prove Knight very wrong. It is so successful as a brand that most of the time the word “Nike” is completely unnecessary. Consumers see the Swoosh, and the word Nike pops into their heads.

Knight ultimately did not overlook Davidson’s contribution to his company’s success. In 1983, he retroactively thanked Davidson with a special gift: stock from the company and a Swoosh diamond ring.

Nike’s ability to imbed the concept of victory and sports culture into its company name and logo is held up as a paragon of marketing success. There is one ironic fact, however, that is often overlooked. Davidson designed the Swoosh so that it evoked the wings of the goddess of victory. This triumphant Greek goddess, historically invoked on the battlefield, was a symbol of athletic strength, speed and glory. But the Greek goddess Nike was not portrayed with wings because she could fly as high as Michael Jordan or move as fast as Michael Johnson. She was portrayed with wings to remind people that victory was fleeting – a very un-Nike-like sentiment.

About the Author:
Jane Barron works for OddShoeFinder.com,a free online website that helps people find mismatched footwear.Get more information on club foot, club feet or corrective shoes.