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What Do You Want Your Customers to Think

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Post in 2022-9-24 15:06:35 | Show all floors |read mode
People around the world, of all ages, see the Nike Swoosh and immediately think of the sports apparel and accessory giant—a logo dream come true. But was the logo the handiwork of a major advertising or design firm? Not even close. The infamous Swoosh is the product of an undergraduate design student, Carolyn Davidson, who was tasked by one of Nike’s founders the original company was Blue Ribbon Sports), Phil Knight, to create a stripe for a new line of shoes that “conveyed motion.” Davidson was paid $35 for the job.

The rest is history, sort of. Knight wasn’t originally crazy about the image manipulation service design, but eventually came around, giving the design the ultimate position—company logo. Why explore a logo’s origin story? — Understanding how original logos came to be, by looking at the initial designs and mistakes made along the way, can help you develop a process for your own unique logo design. Apple’s design began with the desire to align itself with top scientific thinking. Nike wanted the shoe stripe to convey motion.


The first step in logo design is to ask yourself this question! Think of it like this: if you are an attorney, it may not be wise to use the “scales of justice” in any of your branding as it is the most overused symbol in the industry. It won’t set you apart from anyone. But you may have to drill down a bit to discover what you really want to convey with your logo. Perhaps you truly believe that the pen is mightier than the sword and you can help clients avoid dangerous confrontations with written legal action? Great! Pens and swords are not scales of justice.

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