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LOGOS 2: THE SYMBOL
The word “brand” was first used to describe the mark made on cattle with a hot iron to identify the owner. But long before livestock were branded, makers would put their own mark on their products; the maker’s mark has been used since at least Ancient Roman times. In the 21st Century a brand is much more than a logo; some brands don’t have them at all, but the logo is a visual symbol of a brand. That’s why a good logo is memorable and distinctive. It saves customers time by helping them to find what they’re looking for.
The idea Nike’s Swoosh is recognised worldwide. As brand identity goes, it’s far more successful than the name Nike, which gets pronounced in at least two different ways from the one the manufacturer uses. It rhymes with psyche and crikey, not like and bike, or Mickey and sticky. In Greek mythology Nike is the winged goddess who represents victory. They pronounce it Nikki. In 1971 Phil Knight paid graphic designer Carolyn Davidson $35 for the logo. Later he did reward her more appropriately when the company became successful. It looks like a tick, a mark of success, and fits well with their strapline “just do it”. You can imagine a runner getting home from today’s trip, ticking off the box on the to do list, feeling just the way the people at Nike hope she will.
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