Swoosh

The swoosh, sometimes referred to as the Nike tick, is the logo of the athletic shoe and clothing manufacturer Nike. It is one of the most recognized brand logos in the world. "The Swoosh has become the living, vibrant symbol of the firm," Stephen A. Greyser, Harvard Business School professor, said. "It is totally recognizable as the company, everywhere. It is global without a doubt."

History

The Nike "Swoosh" is a corporate trademark created in 1971 by Carolyn Davidson, while she was a graphic design student at Portland State University. She met Phil Knight who was teaching accounting classes and she started doing some freelance work for his company, Blue Ribbon Sports (BRS).

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 football boot called the Nike, manufactured in Mexico. Knight approached Davidson for design ideas for this new brand, and she agreed to provide them. Over the ensuing weeks, she created at least a half-dozen marks and gathered them together to present to Knight, Bob Woodell and Jeff Johnson (two BRS executives) at the company's home office, at the time located in Tigard, Oregon.

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