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.
- 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)