What do you think about when seeing a Swoosh drawn on a wall? Nike, of course.
The athletic shoes and apparel brand is one of the most recognizable in the world without a doubt. Nike has managed to rise and end up among the top global giants of sportswear. You know the Nike logo by heart and might even manage to draw it having your eyes closed.
Yet, how much do you acknowledge about the Nike logo evolution and its looks before rising to worldwide fame?
The Nike logo is so well-known that it speaks for itself. You only need to see it to get the brand’s message of having an active life and embracing energy in a stylish but functional manner. The logo screams Just Do It and choose Nike. However, the brand went through a road which lasted for a few decades to become as outstanding as it is now. Here are the five milestones from the Nike logo evolution which all graphic designers and brand enthusiasts should know.
There Was a Time Before Nike
The impressive history of the Nike logo begins with a prequel which led to the birth of the current brand name. As you can read on specialized website LogoRealm, the company was founded by business magnate Phil Knight who was an athlete at the time and his coach, Bill Bowerman. As a marketer, designer or brand enthusiast, you should research on the brand’s evolution and marketing initiatives starting from its foundation.
Nike was born in 1964 as Blue Ribbon Sports, a brand that distributed Onitsuka Tiger shoes. Two years later, soon-to-become Nike would open its first retail store and wait for other five years to pass until initiating its first in-depth rebranding campaign.
The Starting Point of the Nike Logo Evolution
Blue Ribbon Sports changed its name into Nike in 1971 after the Greek goddess of victory. Founders would recruit Portland State University student Carolyn Davidson to design the all-time Swoosh. The logo became so famous that the Nike eventually patented the Swoosh.
The rebranding idea came as the company began making its own sports shoes. Amateur graphic designer Carolyn Davidson spent 17 hours to draw the Swoosh and earned $35 for her work at the time. She would later receive Nike stocks and other financial compensation.
The first version of the Nike logo contained the brand’s name in a cursive font, and a white Swoosh. The brand would innovate by showing off its logo on its products, instead of hiding it in the interior.
Nike Became Futuristic
Nike would first change the logo in 1978 through its font. The brand’s name was modified into an all-caps, slightly slanted Futura font and placed above the sign. It would signify forwardness and efficiency to support its core message.
The efficiency-focused font paid off, for two years later the brand would have a 50% share of the USA athletic shoe market.
The Squared Years
The Nike logo evolution reached a new stage in 1985 when the brand’s name and the Swoosh turned white and were placed in a red square. This would also coincide with the time when Nike decided to associate its name with sports celebrities such as Michael Jordan and LeBron James.
For ten years, the logo was only available in white on a red background. White symbolizes nobility and purity, while red would show energy and joy.
The 90s and Current Nike Logo
Nike became so famous in 1995 that the Swoosh would stand alone ever since. The logo became bolder, more energic and earned stronger edge and impact. Without the text, the Nike Swoosh provides brand recognition.
The current Nike logo is usually available in black, white and orange. The orange version is mostly used for brand stores, while others on products. You can also find different versions of the Nike logo on products such as:
· Swoosh and brand name.
· Swoosh and Just Do It motto.
· Brand name, Just Do It motto and Swoosh.
· The first version of the Nike logo on retro products.
Success, in Nike’s Words
Nike has innovated through products, brand extensions, marketing campaigns and approach towards the sports apparel market. Brand president and CEO has explained the company’s evolution.
“Nike succeeds because we’re obsessed with innovation. We are relentlessly curious about our world and how we can make it better. We apply that curiosity to our sustainability efforts, and we continue to learn what is required for real, meaningful progress.”
Expanding the Nike Logo Evolution
Nike has managed to keep up with its success by expanding to charity and sports-related campaigns. Former brand extensions such as Air Jordan became brands by themselves.
The company also acquired Converse and Hurley. Nike, Inc. now employs over 44,000 people and owns assets worth of around $15 billion. The company also has 700 outlets in the world.
Legend says that the Just Do It motto was inspired by serial killer Dan Wieden. His last words before facing execution were let’s do it. There are many branding facts to be discovered and written in the Nike logo evolution.
The above milestones led the Nike logo to international recognition and global success. Learn more about Nike’s story and share!
