The Surprising Story Of The Nike Swoosh

Summary

In 1971, graphic design student Carolyn Davidson was approached by Phil Knight, founder of Blue Ribbon Sports, for a part-time job designing charts. She was later tasked with creating a logo that embodied motion and subtly referenced Adidas. Despite initial reservations, the Swoosh became iconic, leading to Nike dropping the word 'Mark' and adopting the slogan 'Just Do It'. Davidson's initial $35 payment for the logo was overshadowed by a diamond ring and substantial stock in 1983, illustrating the importance of seizing opportunities in creative endeavors.

Takeaways

• 😀 Carolyn Davidson was a graphic design student at Portland State University in 1971 when she was approached by Phil Knight for a part-time job.
• 💼 Phil Knight was an accounting teacher who also had a side business, Blue Ribbon Sports, which would later become Nike.
• 💡 Carolyn was tasked with designing a logo that conveyed motion and had to look similar to but distinct from Adidas.
• 👍 Despite initial reservations, Phil Knight settled on the Swoosh design, recognizing it as 'good enough' for the time.
• 💸 Carolyn was paid $35 for 17 hours of work on the logo, a rate she later admitted to underestimating.
• 🏅 The Swoosh logo successfully embodies a sense of speed and movement, and subtly references the Greek goddess of Victory, Nike.
• 📈 Nike's growth eventually outpaced Carolyn's ability to provide design services as a one-woman team.
• 💍 In recognition of her contribution, Nike gifted Carolyn a diamond ring and substantial company stock in 1983.
• 🔊 Nike later dropped the word 'Mark' from their logo and adopted the slogan 'Just do it', which became iconic.
• 🎯 The story of Carolyn Davidson highlights the importance of seizing opportunities, even in humble beginnings.
• 📚 Creatives can learn from Carolyn's experience, starting at the bottom and working hard can lead to significant rewards.

Q & A

How much did Carolyn Davidson get paid for designing the Nike Swoosh in 1971?

Carolyn Davidson was paid 35 dollars for designing the Nike Swoosh in 1971.

What was the original name of the company that would later become Nike?

The original name of the company was Blue Ribbon Sports.

What was Carolyn Davidson's initial task when she was approached by Phil Knight?

Carolyn Davidson's initial task was to design charts for Phil Knight's side business, Blue Ribbon Sports, at a rate of two dollars an hour.

What were the design criteria for the first Nike logo according to Phil Knight?

The design criteria for the first Nike logo were to convey motion and to look like Adidas but not too much like Adidas.

How many logos did Carolyn Davidson initially design for the Nike Swoosh?

Carolyn Davidson initially designed half a dozen logos for the Nike Swoosh.

What was Phil Knight's initial reaction to the Nike Swoosh design?

Phil Knight's initial reaction was that he didn't love the design but thought it might grow on him.

How many hours of work did the 35 dollars Carolyn Davidson was paid represent?

The 35 dollars represented 17 hours of work by Carolyn Davidson.

What does the Nike Swoosh logo represent in terms of its design?

The Nike Swoosh logo represents a sense of speed and movement, and it subtly references the Greek goddess of Victory.

When was the cursive text in the Nike logo updated?

The cursive text in the Nike logo was updated in 1978.

What did Nike give Carolyn Davidson in 1983 as a token of appreciation for her work on the logo?

In 1983, Nike gave Carolyn Davidson a diamond ring and a significant amount of stock in the company.

What slogan did Nike later adopt that became almost as iconic as the Swoosh?

Nike later adopted the slogan 'Just do it,' which became almost as iconic as the Swoosh.

What was unique about the 1977 Nike ad titled 'There's No Finish Line'?

The 1977 Nike ad titled 'There's No Finish Line' was unique because it did not sell a product but instead connected Nike to its audience through a shared feeling.