Chapter 4: Memory & Knowledge

September 17, 2020

Chapter 4: Memory & Knowledge

Evolution of the Swoosh

Nike's Swoosh has become one of the most recognizable logos in the world. They operate over 1,000 retails stores, 700 outside the U.S., and 45 offices located in other countries around the world. With this in mind, is safe to say that Nike is recognizable to everyone. So, whats makes their Swoosh so iconic and recognizable?

Goddess Nike

It is simply.. simple. The Swoosh is so simple and no other brand has had a logo like this one. Anyone can recognize the shape and know it belongs to Nike. The logo and brand name are based on the Greek Goddess of victory, Nike (pronounced Ny-kee.) Not everyone knows this, in fact, the inspiration behind the logo is not even recognizable at a glance, but there is so much meaning behind the Swoosh and the brand name. The Swoosh logo mimics the wingspan of Goddess Nike, and Nike's whole brand name comes from this Goddess.

In Ancient Greece, Nike was portrayed as the goddess of victory, strength, and speed. She was also known for rewarding the victors of the battlefield with glory and fame which was symbolized by a wreath of laurel (bay) leaves. It is no wonder that the brand Nike has chosen this Goddess to symbolize their brand. This mythical creature has been a great inspiration to Nike and its mission.

Greek Goddess Nike

Logo Recirculation

Nike has done an impeccable job at recirculating its Swoosh logo along with the brand's slogan, "Just Do It." Marketers strengthen the effects of recirculation by creating different ads that repeat the same basic message and by repeating the brand name frequently. There have been numerous commercials where Nike will only add their slogan or Swoosh at the end and people will recognize the brand just by those three words, or the Swoosh. This commercial from May 2020 is an example of how powerful their logo is. They send their brand's message through the actions in the commercial and end it with their simple Swoosh. Another commercial from their campaign "Dream Crazier" is another great example of how they present their powerful message throughout the commercial, then end it with the slogan and Swoosh combined. Nike is able to tie all these actions in the commercials back to the brand, its logo, and its mission.

Aside from these commercials, there have been various advertisements on billboards, posters, and even endorsement deals with famous athletes that elevate the brand's logo (literally), and the brand name "Nike" does not even appear on the ad. Nike has created such a powerful and bold logo that they can get away without stating their name. These billboards below are great examples of the power Nike holds in their advertisements, it is very impressive.