Did you know the founder of Nike, Phil Knight, initially wanted to call his new shoe company, “Dimension Six?” Knight didn’t get a great response to this name. Eventually, an employee suggested “Nike” after the Greek goddess of victory.
Or that he paid a Portland State University graphic design student $35 to design the famous Nike swoosh?
And that Knight initially didn’t even like the swoosh logo? As he said, “well, I don’t love it, but it will grow on me.” He thought it looked like a big check mark.
I share these tidbits about the founding of one of the world’s best known logos and brands, because like Knight, many entrepreneurs struggle developing an effective logo for their company. And frequently they aren’t satisfied with what eventually gets created.
Logo design is one of the more difficult hurdles for a start-up to clear.
There are some important lessons that you can glean from Phil Knight’s experience creating the iconic swoosh. Here are my takeaways:
Get help
Even with all the fancy computer graphics software at your fingertips, lean on someone with a graphic design background to assist you. Ask for several different types of designs and get feedback on those ideas from people you trust.
If possible, include employees and customers in the review process. Invest the necessary money and time to do the logo right. It’ll pay off in the long run.
Simplicity
The beauty of the Nike swoosh is its absolute simplicity. No company name, just one symbol. The designer wanted the swoosh to represent the sound of speed.
It isn’t always necessary to have your company name as part of the logo. Remember the adage, less is more It is easy to try and put everything your company represents into your logo. Simple, clean logos are the ones that are lasting and impactful.
Recognition
The name of the game is creating a logo that helps differentiate your company from your competitors. Your logo should be easily recognizable by your customers.
It must speak to the essence of what your brand is all about. Think about the core mission of your company and the ways to communicate the soul of your company in a logo.
Versatility
The Nike swoosh can be placed almost anywhere — even on tall buildings. Although it’s not likely your logo will end up on a skyscraper, make sure your design pops on a wide range of marketing materials from a computer screen to T-shirts, bumper stickers and posters.
Don’t stress
The logo is just one piece of how you will communicate the value of your brand to your customers. Don’t obsess with trying to create the perfect logo. It isn’t possible.
I really like Knight’s initial philosophy about the swoosh—“it was the best they could do at the time.” It’s an attitude that echoes through Nike’s motto, Just do it!
Pat Sisneros is the Vice President of College Services at Everett Community College. Please send your comments to psisneros@everettcc.edu
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