The Swoosh never meant to “change the world,” even by the most generous definition of that insipid phrase. It was a rushed, practical decision. A box checked. This is how most iconic brands are born.
Nike launched in 1964 as an Onitsuka running shoe importer named Blue Ribbon Sports. In 1971, founder Phil Knight fell out with the Japanese, and decided to develop his own line. He asked Carolyn Davidson, an artist acquaintance from Portland State, to sketch a few logo ideas based on “the concept of motion.” That was the entire brief.
