Everyone wants an instantly recognizable logo design. So how does that happen? We take a look at the Nike logo and to reflect on their monumental success.
It didn’t always bother me. All throughout my career as a graphic designer, clients would make this request. Over time, I began to understand what was really meant when they said it. Now it sends a chill down my spine when I hear it or read it. A very specific request about logo design.
“I want an instantly recognizable logo, like the Nike logo.” (*shudder)
Why not, right? Blue Ribbon Sports began in 1964, switching over to the name Nike in 1971. In 1971 the paid graphic design student Carolyn Davidson $35 for the rights to the now famous “swoosh” design. Since that time, Nike has become one of the most renowned brands on the planet, with total assets of US$ 15.465 billion as of 2012 (source: famous logos.net)
So what’s the problem? I have found that when someone mentions that specific request, they have one of two scenarios in mind.
A: The less likely scenario is that they are referring the the simple, minimal design of the Nike logo. Just look at the four letter name and swoosh icon. Not complicated, but distinct. This would be fine in most cases. Simple is not always easy, but it works very well when it’s thought through.
B: The more likely scenario that I come upon is found with the words instantly recognizable logo. The expectation is that, when this new logo is seen for the first time, everything about the company is revealed to the viewer in the first look. “Look at that ad, I know that symbol, it’s the So-And-So Company!”
AN INSTANTLY RECOGNIZABLE LOGO
Therein lies the problem. An instantly recognizable logo isn’t just created overnight. We learn what logos are and what they stand for over time. Through marketing campaigns. Commercials. Billboards. No one knew what the Nike Swoosh was when it debuted in 1971. The reason we all recognize the Nike logo today is because there have been decades and billions of dollars spent pairing it with successful athletes and putting it in front of our faces. The current generations have been raised with it. I wore Nike shirts in middle school and wear Nike shoes as an adult today.
Futura Bold Italics + swooping simplified icon.
In order achieve that level of instant recognition for a logo design would require said decades and billions. I don’t have either to offer with my design work, unfortunately.
Why am I writing about this? Am I venting a little bit? Maybe, but I do have a valuable point to make for anyone wanting an instantly recognizable logo design. A graphic designer can make you an amazing logo. Using it in a wide-reaching, ongoing marketing campaign will build it to become instantly recognizable.
Take the awesome logo you get from 48hourslogo. It looks good, I know! Use it on social media, put it on a billboard in your town, upload it to your website, place it on invoices, business, cards, pass out t-shirts and put it on your front door. Getting it everywhere, with a specific message or image or your flashy smile, is what will give it instant recognition. The Nike logo is seen as a success symbol because of who it was paired with. Michael Jordan. Tiger Woods. Roger Federer. Lebron James. Winners at the top of their games.
As a startup, I know endorsements like that are out of reach. What you can do, is get your new logo out there for your customers to see. Pair it with a consistent and powerful message, like you’re tagline (I bet you can tell me Nike’s tagline). 48hourslogo can help with that, through website design, custom t-shirt designs, web banner ads, and stationary design.
The Design Community can get you a professional logo. Then work with you on other graphic design work to maintain a high-level, consistent look. That is what it takes to get an instantly recognizable logo brand like the Nike logo.