The Surprising Story Of The Nike Swoosh
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
- π 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.
- πΌ Phil Knight was an accounting teacher who also had a side business, Blue Ribbon Sports, which would later become Nike.
- π‘ Carolyn was tasked with designing a logo that conveyed motion and had to look similar to but distinct from Adidas.
- π Despite initial reservations, Phil Knight settled on the Swoosh design, recognizing it as 'good enough' for the time.
- πΈ Carolyn was paid $35 for 17 hours of work on the logo, a rate she later admitted to underestimating.
- π The Swoosh logo successfully embodies a sense of speed and movement, and subtly references the Greek goddess of Victory, Nike.
- π Nike's growth eventually outpaced Carolyn's ability to provide design services as a one-woman team.
- π In recognition of her contribution, Nike gifted Carolyn a diamond ring and substantial company stock in 1983.
- π Nike later dropped the word 'Mark' from their logo and adopted the slogan 'Just do it', which became iconic.
- π― The story of Carolyn Davidson highlights the importance of seizing opportunities, even in humble beginnings.
- π 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
π° 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
π‘Nike Swoosh
π‘Carolyn Davidson
π‘Phil Knight
π‘Blue Ribbon Sports
π‘Graphic Design
π‘Motion
π‘Adidas
π‘Greek Goddess of Victory
π‘Just Do It
π‘Creative Opportunity
π‘Stock
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.
Transcripts
35 dollars that's how much she got paid
to design this back in 1971. of course
everyone knows Nike but not everyone
knows the story behind the iconic Nike
Swoosh what it represents why Nike chose
it and how she didn't actually get
ripped off that's right this story has a
happy ending that all creatives can
learn from
[Music]
this is Carolyn Davidson in 1971 she was
a graphic design student at the Portland
State University one day at school while
drawing in the hallway she was
approached by this guy Phil Knight who
taught accounting as a way to fund his
side business Blue Ribbon Sports yeah
even in the 1970s people had side
hustles which actually be a way better
name for an Athletics company Than Blue
Ribbon Sports anyways Legend has it that
Carolyn needed money for painting
classes so Phil offered her a part-time
job designing charts for two dollars an
hour not exactly the kind of job young
designers dream up but you have to start
somewhere eventually Phil approached
Carolyn with an idea he was going to
produce his first ever running shoe and
it needed a logo the task was to design
something that conveyed motion and
looked like Adidas without looking too
much like Adidas while kind of looking
like Adidas you know client stuff Legend
has it Carolyn designed half a dozen
logos and Phil was absolutely blown away
he was like this is amazing and just
kidding he didn't like any of them but
because he had a factory in Mexico just
waiting to go he ultimately settled for
the swoosh saying I don't love it but
maybe it'll grow on me which is a great
reminder that sometimes good enough
actually is good enough so with that
Carolyn wrote an invoice for 35 to
account for 17 hours of work although
she'd later admit that she under quoted
which is the most relatable thing ever
as someone who's been a junior designer
just trying to get by now despite her
lack of experience the logo works that
sense of speed and movement is there the
logo is positive flying on an upward
angle and that form is perfect for a
shoe at the same time it does a good job
of subtly referencing the Greek goddess
of Victory For Whom the brand eventually
would be named after as a logo the
swoosh checks all the boxes minus that
cursive text which was thankfully
updated in 1978 after Nike hired John
Brown and partners to take over
advertising but don't worry Carolyn
wasn't fired or anything as Nike grew
they eventually needed more support than
she could offer as a one woman design
team sounds like they could use a design
service like I don't know super side now
despite making just 35 on the logo it
worked out in the end in 1983 Nike threw
a party for Carolyn and gifted her with
a diamond ring along with stock in the
company a lot of stock like we know that
paying you 35 for our logo won't age
well so we're gonna make you rich count
of stock as for Nike the logo became so
popular they eventually dropped the word
Mark altogether later they would pen the
slogan just do it which became almost as
iconic as the swoosh itself despite
being inspired by a 70s murderer whose
famous last words were let's do it
they've also consistently knocked it out
of the park with their advertising in
researching this video I was drawn to
this ad from 1977 called there's no
Finish Line in which there's no product
instead of selling the ad connects Nike
to its audience through a shared feeling
which has proven to be a Timeless
strategy as are the lessons of this
story Carolyn didn't just apply for a
job with 9 as we know the brand today
she took a part-time job signing charts
for a nobody company she started at the
bottom and put herself in a position to
seize opportunity when it came and it
clearly paid off but what's your
takeaway from the story let me know in
the comments and while you're down there
like the video and subscribe to the
channel for more on design and marketing
thanks for watching
[Music]
thank you
[Music]
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