Swoosh

The Swoosh is the logo of Nike, Inc., a curved checkmark-like symbol that has become one of the most recognizable emblems in modern branding.

It was designed in 1971 by graphic designer Carolyn Davidson as part of branding for Nike. Knight reportedly paid Davidson $35 for the work. The mark was later named the “Swoosh” and is said to evoke the wing of Nike, the Greek goddess of victory, conveying ideas of motion and speed.

The Swoosh is Nike’s primary trademark and appears on most products and marketing materials. Over the years it has undergone minor refinements and is produced in various sizes and colorways; the classic version is a solid swoop, commonly rendered in white on dark backgrounds or black on light backgrounds.

Variants include inverted or outlined versions for specific product lines and seasonal campaigns. The logo is protected by trademark worldwide and is typically used alongside other brand elements, such as the “Just Do It” slogan, though it remains a separate asset.

Cultural impact: The Swoosh ranks among the most recognizable logos globally and is central to Nike’s brand identity. Its simplicity and distinctiveness have made it a benchmark in corporate branding and a frequent subject of imitation and design study.