In 1971, Carolyn Davidson was studying graphic design at Portland State University. Phil Knight, the co-founder of Nike, was teaching accounting classes at the school while starting his business then known as Blue Ribbon Sports. Davidson began doing freelance work for Knight’s small company.
Knight approached her to design a logo that could be used on the side of shoes. He wanted something that suggested movement. In June 1971, Davidson presented a number of options to Knight and other executives at Blue Ribbon Sports. The company had a presentation quickly approaching and shoeboxes waiting to be printed so they had to have a logo promptly. The group selected the logo now known as the Swoosh. Knight told Davidson at the time “I don’t love it but it will grow on me”.
Davidson was paid two dollars an hour for a total of thirty-five dollars for the design work. In 1983, Davidson was invited to lunch to touch base with the people she used to work with at Nike. At this luncheon, she was presented with a diamond ring shaped like the swoosh and an undisclosed amount of Nike stock.
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A trademark application for the Nike Swoosh logo was filed on January 31, 1972 with the description “athletic shoes with spikes and athletic uniforms for use with such shoes”. The first sneakers with the Swoosh were introduced at the U.S. Track and Field Olympic Trials in Eugene, Oregon in June of 1972. The Nike logo used today appeared 9 years later. This logo is very similar to the original. It is just slightly tilted, thinner and black.
Today the Swoosh is on all products that Nike manufacturers from shoes to t-shirts to golf bags. It is considered one of the most recognizable logos in the world.