Essay On Nike Typography

1165 Words5 Pages
In this essay I aim to explore the significance of typography, design and symbolism in relation to NIKE, the multinational corporation that is the world’s leading designer, marketer and distributor of high-quality athletic footwear, apparel, sports equipment and accessories for a wide variety of sports and fitness activities. I will investigate the history behind the design of the legendary NIKE ‘swoosh’ logo, its evolution throughout the decades, and how this design has impacted the corporation’s success. I will clarify what the symbolism behind the NIKE logo means and the effect it is having on us as consumers. I will also look at how the NIKE brand identity influences our preconceptions of the product simply because of its eye-catching typography, design and symbolism.
History
Originally established in 1964 by Phil Knight and Bill Bowerman as “Blue Ribbon Sports”, NIKE adapted its current name in 1978 as suggested by Carolyn Davidson, a college student. They also employed her to design the new NIKE logo, paying her only $35 for the rights to use it. Although Phil Knight was not initially fond of the logo, it is one of the most recognisable designs throughout the world today. Along with the new logo design came a new stream of success. They went from $10 million to $270 million in sales4 in the late 70s and are worth billions today
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The psychology behind the design of their logo such as the colour scheme to evoke our feelings, the simplistic design of the “swoosh” created out of just two curved lines showing minimalism at its best, and the symbol of the “swoosh” to suggest motion and speed and the wing of a fierce Goddess explains why NIKE is one of the most well-known sports manufacturers worldwide. A strong identity design is more important than the quality of the products they produce in terms of reaching a variety of consumer
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