78. Logos 2: The symbol

78

LOGOS 2: THE SYMBOL

The word “brand” was fi rst 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 fi nd 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 fi ts 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.

It’s a great logo because it’s simple, easily recognised, will fi t on clothes and sports equipment and it can be used forwards or backwards on the left and right sides of shoes.

In practice • Shapes can be registered as trademarks so if you decide to use one, check fi rst that it won’t infringe someone else’s property rights then register it as your own. • Young companies, like Nike in 1971 and innocent drinks often get their friends in to draw a logo for them. If you’ve got friends with a sense of commercial design and some training at art college, by all means use their skills. Otherwise be clear about the brand values you want your logo to symbolise, and give the brief to a design agency. • If you can make it work in one colour, it’ll save a great deal in print costs.