Swoosh

The swoosh is the symbol of the athletic shoe and clothing manufacturer Nike. It is among the most easily recognized brand logos in the world.

History

The Nike Swoosh, designed by Carolyn Davidson and used by Nike, Inc.

The Nike "swoosh'" is a design created in 1971 by Carolyn Davidson, while she was a graphic design student at Portland State University. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company, Blue Ribbon Sports (BRS). While some people might regard the symbol as a check mark, the Nike swoosh was created when Carolyn was frustrated about not being able to create a "new" "fresh" logo she drew a quick check on a paper and then from that day the "Swoosh" was born. For seven years after its founding in 1964, BRS imported Onitsuka Tiger brand running shoes. In 1971, BRS decided to launch its own brand, which would first appear on a soccer cleat called the Nike, manufactured in Mexico. Knight approached Davidson for design ideas for this new brand, and she agreed to provide them, charging a rate of US$2 per hour.

In the spring of 1971, Davidson presented a number of design options to Knight and other BRS executives, and they ultimately selected the mark now known globally as the Swoosh. "I don't love it," Knight told her, "but I think it will grow on me." Davidson submitted a bill for US$35 for her work. In September 1983, Knight gave Davidson a golden Swoosh ring with an embedded diamond, and an envelope filled with an undisclosed amount of Nike stock to express his gratitude.

In June 1972, the first running shoes bearing the Swoosh were introduced at the U.S. Track and Field Olympic Trials in Eugene, Oregon. Nike continues to use the logo today.