The evolution history of NIKE’s trademark, from US$35 to worth tens of millions

When it comes to Nike, everyone is familiar with it, and they will even immediately think of the NIKE trademark, the classic tick The trademark is now one of the most well-known symbols in the world.

The Nike logo is a small hook, like a check mark. This logo is simple and powerful, as fast as lightning. It symbolizes the feathers on the wings of the Greek goddess of victory, which represents speed, but also represents dynamics and gentleness. At first glance, it reminds people of the speed and explosive power produced by using Nike sporting goods.

And the Nike logo has hardly changed since it was first used.

But who would have thought that this logo only cost $35 when it was originally designed?

In 1971, a student named Caroline Davidson designed the first Swoosh logo, whose creative inspiration came from the dancing wings of the goddess of victory named Nike. Blue Ribbon, the predecessor of Nike, purchased the trademark for only $35 and has still used it today.

In the original Nike Swoosh logo, Nike was represented by lowercase italics, and the small hook representing the dancing wings of victory was a circle of outlines as the background of Nike's lowercase font.

In 1978, Nike's Swoosh logo changed from a frame to a solid shape and appeared below the standard words, making it more eye-catching. In the same year, Nike International was established.

In 1985, the logo was combined in a square, creating a positive and negative effect.

Nowadays, the Swoosh logo is used alone according to needs, making the logo simpler and more abstract, more visually impactful, easier for people to recognize in different languages, more international, and more conducive to brand promotion and promotion.

Compared with the current trademark design costs of millions, the Nike trademark can be said to have created a miracle!