Through designing logos I have learnt that the best logo is not always the most beautiful logo. It is the logo that represents the company/client and symbolizes what they are about. Below is an article I found about the process that went into designing the very memorable Nike logo.
The origin of the mark goes like this: Knight wanted to differentiate BRS's custom product from the ones they were importing from Onituska in Japan: "...so Knight turned to a graphic design student he met at Portland State University two years earlier." One day in 1969, the student, Carolyn Davidson, was approached by Knight and offered $2 per hour "to make charts and graphics" for his business. For the next two years Davidson managed the design work on BRS. "Then one day Phil asked me if I wanted to work on a shoe stripe," Davidson recalled. The only advice she received was to "Make the stripe supportive of the shoe." Davidson came up with half a dozen options.None of the options "captivated anyone" so it came down to "which was the least awful."
Well, the rest is history. And the Swoosh emerged from "the stripe" and is one of the most recognized logos in the world.
http://imprint.printmag.com/branding/swoosh-40-years-fly-by/
- I find it interesting that no one particularly liked the logo that Davidson came up with at first, but now the Nike swoosh is well known all over the world. While perhaps Davidson could have created a more "beautiful" logo, the logo she created was memorable, it worked. I enjoy looking at the pictures below and seeing how she played with the placement of the swoosh and with how many swooshes there were. In logo design it can be helpful once you have the general design you want, to play around with it, its positioning, ect. because that can help you come up with something even better. Input from others can also help a lot!
(if you go to the website you can see the images in a larger size)
I love the story behind the Nike Swoosh. Not only is it interesting that it was the "least awful," but I love looking at the documents showing the other companies who tried to duplicate the swoosh. Like the quote on one of the documents says: it's just "correct usage." I think it's amazing how much just the placement/usage of a supposedly not so good design can affect its public reception so much!
ReplyDeleteI didn't realize there was so much of a story behind the Nike swoosh. With such a simple design, it's interesting how having it in a different position might not have brought it across the same way. I'm sure they didn't imagine their "least awful" design one day becoming such a well-known mark all over the world. Learning about the design of the Nike swoosh makes me more aware of other often seen, big name logos that I have overlooked in the past.
ReplyDeleteIt's always interesting to hear what the original thoughts of designs are that are now so popular and well-known. Carolyn Davidson came up with that iconic swoosh, but at first, people referred to at as the 'least ugly.' I bet they never imagined that mark becoming that popular. It's such a simple mark, and I think that I'd like it as much if it was upside down or if there were multiple swooshes (then it would completely loose it's simplicity). Davidson's story really does show how important it is to try different placements of the logo.
ReplyDeleteIt's amazing how something that no one likes can become something so well known. It I love that something so simple can also be so memorable. It's comforting knowing that even when you don't think that your logo is that great, other people can like it or it could become very memorable.
ReplyDeleteI think the funniest and most interesting part of this entire thing is that Nike settled on the "least awful" design rather than reworking the ideas or hiring a new designer. This proves to me that [almost] anything can be useful and functional when used in the right context or geared toward the correct target audience. I love this story and wish they would advertise the logo origin more.
ReplyDeleteThe fact that Nike just settled for the "least awful" design of their options, shows me that it is important to get other perspectives on designs. Nike definitely did not think the design was what they were wanting, but it ended up being one of the most popular and well known marks out there. I could apply this to my own design because it is not necessarily my opinion or thoughts on my designs that help decide if they are any good. It is the opinion of the person it is designed to reach, and whether it accomplishes its job or not.
ReplyDeleteThe story behind how the Nike Swoosh came about is amazing. I had only heard about the beginnings of how it came about but never knew the exact story. I find it funny how the choice of which logo to go with came down to the one that was the least awful. But now, the Nike Swoosh is one of the most memorable logos in of all time. It is so simple, and I personally find it a appealing logo to look at. I find it encouraging to know that if my logo may not be well liked by certain people that it does not mean that it is not a good logo.
ReplyDeleteI didnt know the story about the nike logo. I think its really cool how even though they referred as the "least ugly logo" now a day its the most famous logo. There were several things that I learned from this story. The first one is that there will be always people that are not going to like your work but that doesn't mean that your art is bad.. its just a matter of preference. I also learned that it is important to believe in your own ideas so others will do so and like it.. And finally that really simple logos work really well, because they are really easy to remember and caught people's attention really fast..
ReplyDeleteI think it's interesting how no one even really liked the swoosh. They just disliked it less than the others. I also think it's funny how little the designer was paid and how big and well known the logo is today. You could literally go to the other side of the world and people would know the Nike swoosh. There's nothing really special about the Nike logo except that it works and that over the years it has become extremely known and remembered.
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