| The Nike “swoosh” is perhaps one of the | | | | encroaching deadlines. He is quoted as saying, |
| most recognizable (and thereby you could argue | | | | “I don’t love it, but it will grow on |
| the most successful) trademarks in the world. It | | | | me.” The Swoosh, of course, went on to |
| was designed in 1971 by Carolyn Davidson, who | | | | prove Knight very wrong. It is so successful as |
| was a graphic design student at Portland State | | | | a brand that most of the time the word |
| University. Phil Knight, the eventual co-founder | | | | “Nike” is completely unnecessary. |
| and Chairman of Nike, was teaching accounting | | | | Consumers see the Swoosh, and the word Nike |
| classes at Portland University at the same time. | | | | pops into their heads. |
| Born in Portland, he graduated from the University | | | | Knight ultimately did not overlook Davidson’s |
| of Oregon and went on to receive at his Masters | | | | contribution to his company’s success. In |
| at Stanford Graduate School of Business. He | | | | 1983, he retroactively thanked Davidson with a |
| eventually returned to Oregon where he started | | | | special gift: stock from the company and a |
| his own shoe company called Blue Ribbon Sports | | | | Swoosh diamond ring. |
| (BRS) with Bill Bowerman. The two men | | | | Nike’s ability to imbed the concept of victory |
| traveled across the Pacific Northwest selling Blue | | | | and sports culture into its company name and |
| Ribbon Sports shoes at track meets. | | | | logo is held up as a paragon of marketing |
| A friend of Knight’s eventually suggested the | | | | success. There is one ironic fact, however, that |
| name Nike, after the winged Greek goddess of | | | | is often overlooked. Davidson designed the |
| victory. With a new name, Knight needed a new | | | | Swoosh so that it evoked the wings of the |
| slogan. He turned to Carolyn Davidson, whom he | | | | goddess of victory. This triumphant Greek |
| had met at Portland State University, and asked | | | | goddess, historically invoked on the battlefield, |
| her to brainstorm some branding ideas for Nike. | | | | was a symbol of athletic strength, speed and |
| Davidson’s task was to come up with a | | | | glory. But the Greek goddess Nike was not |
| design that suggested movement. Charging a | | | | portrayed with wings because she could fly as |
| rate of two dollars per hour, Davidson ultimately | | | | high as Michael Jordan or move as fast as Michael |
| presented Knight with the Swoosh. Knight gave | | | | Johnson. She was portrayed with wings to |
| her in return a check for 35 dollars. | | | | remind people that victory was fleeting – a |
| Knight reportedly was not wild about | | | | very un-Nike-like sentiment. |
| Davidson’s design but accepted it because of | | | | |