The Nike logo history

Learn how one of the world’s most recognizable logos, the Nike Swoosh, originated and evolved. Designed by graphic design student Carolyn Davidson in 1971 for just $35, the logo was initially met with uncertainty by co-founder Phil Knight. Despite this, it became a global icon, first appearing on the Nike Cortez shoe. Over time, the Swoosh has remained consistent, representing both the brand’s legacy and its modern-day focus on inclusivity.

The Nike logo history: 1964-71

Nike’s journey began in 1964 under the name Blue Ribbon Sports. Based in Beaverton, Oregon, it was founded by Bill Bowerman, a University of Oregon track-and-field coach, and his former student Phil Knight. The company’s first logo was a set of interwoven letters (BRS) with the company name beneath. While this early design might not meet today’s standards for clarity, it served its purpose effectively at the time.

The Nike logo history: 1971-1978

On May 30, 1971, Blue Ribbon Sports officially transformed into Nike, drawing inspiration from the Greek goddess of victory. The correct pronunciation is “nai-kee,” not “bike.” The same year, Carolyn Davidson crafted the Nike ‘Swoosh,’ a symbol also known as a ‘tick’ or ‘checkmark.’ Initially, the brand’s name, “Nike,” was written in lowercase script above the Swoosh since the symbol alone wasn’t yet recognizable.

The Nike logo history: 1978-1985

In 1978, the Nike Swoosh underwent a transformation from a simple line drawing to a solid black checkmark. Alongside this change, the Nike wordmark evolved from a cursive script to an italicized, all-caps version in Futura Bold. This new design was more geometric and bold, with the last letter seamlessly blending into the tail of the Swoosh, creating a stronger and more cohesive brand identity.

The Nike logo history: 1985-1995

In 1985, the Nike logo from 1978 received a color update, with the lettering and Swoosh turning white against a red background. Starting in 1988, this version of the logo was frequently paired with Nike’s new slogan, “Just Do It,” although this phrase was sometimes swapped out for other campaign-specific taglines like “Only Basketball” and “A Feel for Every You.” Below is the first TV commercial where the “Just Do It” slogan appeared alongside the logo.