Nike Fleet

The "Nike swoosh" is perhaps one of the most recognizable (and thus one could argue that 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 founder possible assistance and Chairman of Nike, was to teach accounting at Portland University at the same time. Born in Portland, he graduated from the University Oregon and has continued to receive his MA from Stanford Graduate School of Business. He eventually returned to Oregon, where he started his own shoe company Blue Ribbon Sports (BRS) with Bill Bowerman. The two men traveled through the sale of footwear Pacific Northwest Blue Ribbon Sports on the track meets.

A friend of Knight finally suggested the name Nike after the Greek goddess of winged victory. With a new name, Knight needed a new slogan. He turned to Carolyn Davidson, he had met at Portland State University, and asked to consider some ideas for the brand Nike task. Davidson was next with a design that suggested movement. imposing a rate two dollars per hour, Davidson Knight finally presented to Swoosh. Knight gave back a check for $ 35.

Knight was not wild about the design of Davidson but accepted it because of encroaching deadlines. He is quoted as saying: "I do not like it, but will grow on me. "The Swoosh, of course, went to Knight prove very difficult. It is so successful as a brand that most of the time, the word" Nike "The consumer is completely unnecessary. See the Swoosh and the word Nike POPs in their heads.

Knight ultimately did not ignore the contribution Davidson to his business success. In 1983, he thanked retroactive Davidson with a special gift: the company stock and a diamond ring Swoosh.

Nike's ability to nail the concept of victory and the culture of sport in its name and logo is presented as a paragon of successful marketing. It is an ironic fact, however, is often neglected. Davidson designed the swoosh for it evokes the wings of the goddess of victory. This triumphant Greek goddess historically relied on the battlefield, was a symbol of athletic strength, speed and glory. But the Greek goddess Nike has not shown with wings because she could not fly as high as Michael Jordan or move faster than Michael Johnson. It has been shown with wings to remind people that the victory was short-lived - a very little Nike-like feeling.