The Surprising Story Of The Nike Swoosh

Superside

24 Mar 202304:07

Summary

TLDRIn 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.

Outlines

00:00

💰 The Story Behind Nike's Swoosh Logo

This paragraph tells the story of Carolyn Davidson, a graphic design student at Portland State University in 1971, who was approached by Phil Knight for a part-time job designing charts for his side business, Blue Ribbon Sports, which would later become Nike. The task was to create a logo that conveyed motion and bore a resemblance to Adidas without being too similar. Despite initial dissatisfaction, Phil Knight settled on the Swoosh design, which Davidson invoiced for 35 dollars for 17 hours of work. The Swoosh logo was a success, capturing a sense of speed and movement, and subtly referencing the Greek goddess of Victory, Nike. The cursive text was later updated in 1978, and in 1983, Nike rewarded Carolyn with a diamond ring and substantial stock in the company, acknowledging the enduring value of her design.

Mindmap

Keywords

💡Nike Swoosh

The Nike Swoosh is the iconic logo of Nike, Inc., symbolizing motion and speed. It was designed by Carolyn Davidson in 1971 for Blue Ribbon Sports, which later became Nike. The Swoosh represents the brand's identity and is central to the video's narrative, illustrating the story behind its creation and its significance in branding and design.

💡Carolyn Davidson

Carolyn Davidson is the graphic design student at Portland State University who designed the Nike Swoosh. She is a key figure in the video, as her creative work laid the foundation for one of the world's most recognizable logos. Her story exemplifies the journey of a designer whose work became synonymous with a global brand.

💡Phil Knight

Phil Knight is the co-founder of Nike, Inc., and in the video, he is portrayed as the person who approached Carolyn Davidson for the design of the first running shoe logo. His role in the story highlights the importance of client-creator relationships in the development of successful branding.

💡Blue Ribbon Sports

Blue Ribbon Sports was the original name of Nike, Inc. before it became the globally recognized brand. In the video, it is mentioned as the side business of Phil Knight, which eventually grew into the iconic sports company known today. This term is significant as it represents the humble beginnings of the Nike brand.

💡Graphic Design

Graphic design is the professional practice of creating visual content for various media. In the video, it is the field in which Carolyn Davidson was studying and working, and it is the skill set she applied to create the Nike Swoosh. The term is central to understanding the creative process behind the logo's design.

💡Motion

Motion is a key concept in the video, as it was one of the requirements for the Nike logo design, meant to convey a sense of speed and movement. The Swoosh logo captures this essence, which is crucial to the brand's identity in the sports industry.

💡Adidas

Adidas is a German multinational corporation that designs and manufactures shoes, clothing, and accessories. In the video, it is mentioned as a brand that the Nike logo was designed to subtly reference without being too similar, indicating the competitive nature of branding and the need for distinctiveness in design.

💡Greek Goddess of Victory

The Greek Goddess of Victory, Nike, is the namesake of the brand. The video explains that the Swoosh logo subtly references this goddess, tying the brand's name to its visual identity and reinforcing the connection between the mythological inspiration and the brand's values.

💡Just Do It

'Just Do It' is Nike's famous advertising slogan, which became almost as iconic as the Swoosh logo itself. The video mentions its origin and its role in solidifying Nike's brand message, illustrating the power of effective advertising in shaping a brand's image.

💡Creative Opportunity

Creative opportunity refers to the chance for a designer or creator to make a significant impact with their work. In the video, Carolyn Davidson's acceptance of a part-time job led to the creative opportunity to design the Nike Swoosh, which ultimately had a lasting impact on the brand and her career.

💡Stock

Stock, in the context of the video, refers to the shares in Nike that Carolyn Davidson was gifted in 1983 as a token of appreciation for her work on the logo. This gift symbolizes the long-term value and success that her design brought to the company.

Highlights

Carolyn Davidson was paid $35 to design the Nike Swoosh in 1971.

Nike's Swoosh logo was designed by a graphic design student at Portland State University.

Phil Knight, who taught accounting, approached Carolyn for a part-time job designing charts for his side business, Blue Ribbon Sports.

Carolyn was tasked with designing a logo that conveyed motion and resembled Adidas, but not too closely.

Phil Knight initially did not love the Swoosh design but settled on it due to time constraints with a factory waiting.

Carolyn invoiced $35 for 17 hours of work, later admitting she underquoted.

The Swoosh logo effectively conveys a sense of speed and movement.

The logo's form is suitable for a shoe and subtly references the Greek goddess of Victory, Nike.

Nike's cursive text was updated in 1978 by John Brown and partners.

Carolyn was not fired but was eventually replaced by a larger design team as Nike grew.

In 1983, Nike gifted Carolyn Davidson a diamond ring and a significant amount of stock for her contribution.

The Swoosh became so iconic that Nike dropped the word 'Mark' from their branding.

Nike's slogan 'Just do it' was inspired by the last words of a 70s murderer.

Nike's advertising consistently connects with audiences through shared feelings, as shown in their 1977 ad 'There's no Finish Line'.

The story of Carolyn Davidson highlights the importance of seizing opportunities, even in small beginnings.

Carolyn's story is a lesson for creatives to start at the bottom and work their way up.

The video encourages viewers to share their takeaways from Carolyn's story in the comments.