August & Everything After

Steven Heller writes about the 40th anniversary of Nike’s iconic swoosh. Interesting that the logo — designed by Carolyn Davidson for $35 — selected as the least awful but then turned into one of the most recognized logo in the world.

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.”