analysis:
1.1971, because the goddess of victory named Nike has a pair of dancing wings, student Caroline. Davidson designed the first Swoosh logo, which is also an abstract expression of sports shoes.
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2.1978, Nike's Swoosh logo changed from a border to a solid shape, and it appeared below the standard characters, which was more striking.
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3.1985, the signs were combined in a square to form a positive and negative effect.
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4. Nowadays, the Swoosh logo is used independently as needed.
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Nike is a world leader in sports and health products. It was founded by track and field coach Bill Ballman and athlete phil knight in 1962, and its predecessor was Blue Ribbon Sporting Goods Company. Blue Ribbon Sporting Goods Company has the sales agency of Japanese Tiger brand sports shoes in the United States. Soon after, Nike, named after the Greek goddess of sex, was established, and made its debut in the 1972 Olympic trials in the United States. Later, a student named Carolyn Davidson designed a Swoosl1 logo similar to flying wings, so he was paid $35. The logo outline is used as the background, and Nike is represented in lowercase italics.
The company's goal is to become a leader in sports shoes and create a technological innovation in light design. Frank Rudy, a former engineer of NASA, researched and designed air cushion shoes called "Nike Air", which brought Nike worldwide success.
The communication and promotion activities have established Nike's brand-new sports fashion image, and sports stars like andre agassi, Bao Jackson and Michael Jordan have been used in the advertisements. In 1988, in view of the huge consumer group, Nike transformed the competitive spirit of Britain into an easy-to-remember advertising slogan-"just do it", and successfully occupied the market by expressing the lifestyle advocated by the new generation, with a sharp increase in sales. This logo has become a fashionable and popular symbol and swept the world.
When watching a football match held in Dallas, Texas, Gordon Thompson, vice president of Nike, noticed that Nike logos of various sizes appeared in the jerseys, flags and vending machines of Dallas team members countless times. Therefore, Gordon Thompson believes that "signs have reached the level of flooding and should be regulated to some extent".
Nike assigned the company's design department to formulate a complete system of logo application specifications. Every year, the logo will be applied to websites, stores, companies and more than 2, products, so it is necessary to pay special attention to the flexibility of logo application.
the ci system stipulates the different application norms and differences between Nike's name standard words and Swoosh logo.
SWoosh logo is the product logo, which appears in all products and advertisements, while Nike's name trademark has undergone a major adjustment. The contrast effect between the original standard space in italics and SwooSh logo is too intense. In order to coordinate the sense of balance, the company re-used lowercase fonts in the 197s to reflect the traditional history. "Its strength lies in its historical origin, which is not nostalgia, but * * *, which is our logo and our voice". As a brand logo, the standard building of Nike name appears in companies, public services, shopping malls and image promotion activities.