And he was strapped to that chair in front of sandbags, when guns were directed to him; They asked for his last words; he said: Let’s do it!

“Let’s do it” was Gary Gilmore’s last sentence before his execution. It manifested the courage and preparedness of Gary to be shot in the heart. Anyone who knows loss does not fear anything. You may lose your family, your battle, your language, your name, your identity but, you get one thing in return; how badly you want to be in control!

And you might be thinking what this execution has to do with logo design? Well, there’s always a story that makes a brand and its logo meaningful. Reading history allowed Nike to introduce a simple yet effective tagline for its brand; yes, we’re talking about JUST DO IT! Dan Wieden, the head of ad-agency Wieden & Kennedy, came up with the world’s most remembered and motivating slogan for Nike’s 1988 commercial. Wieden noted that the “do it” part was the part he liked the most as he was looking for a slogan to inspire people to take their first steps; This can be encouraging women who just started walking to get in shape, or a little boy who is scared of water but wants to learn swimming.

Success is not overnight!

Undoubtedly, Nike became very successful with this brand identity and the swoosh logo mark topping that moving slogan; however, all of this was not made overnight. I told this story to push you into a phase of contemplation. Think about your brand; what makes your brand special like Nike? If you felt any hesitations, I advise you to follow this article to get to know more about Nike’s logo evolution and how this might be your sign to look for your distinctive logo.

Nike’s logo evolution

In 1971, Carolyn Davidson designed the popular Nike Swoosh for $35. The swoosh represented the wing of Nike, the Greek goddess of victory. Nike as a brand name was particularly chosen to associate the brand products with movement, completion, and triumph. The lettering is in parallel of the logo mark and syncs with it in style.

The line-drawn swoosh symbol was changed to a solid black checkmark in 1978. As a result, the logo became more eye-catching and geometric with an all-caps type.

In 1985, the black combination logo was redesigned into a white logo on a red background. Shortly after, the widespread recognition of the brand logo allowed the brand to confidently use the swoosh alone.https://abron.co/blog/wp-content/uploads/2024/09/image.pnghttps://abron.co/blog/wp-content/uploads/2024/09/Nike-1-Fix-1024x576.webphttps://abron.co/blog/wp-content/uploads/2024/09/Nike2-1024x576.webp