LOGOS IN HISTORY
As a branding and design firm, it’s fun for us to look into how the logos we see in every-day-life came to be. So, we started a collection here, just for fun. Hope you enjoy it!
The Nike Swoosh corporate trademark was created in 1971 by Carolyn Davidson, who was (at the time) a graphic design student at Portland State University. Phil Knight (a teacher at the university) overheard that Davidson was in search of extra funds in order for her to take oil painting classes, so he offered to pay Davidson to do some freelance work for his company, which was then named Blue Ribbon Sports (BRS).
Seven years later, in 1971, Knight decided to launch his own brand of shoes (initially a cleated version) and approached Davidson again to create a "stripe" (the industry term for a “shoe logo”) for his new brand. He had asked Davidson to make sure the stripe conveyed motion and did not look similar to the three stripes of Adidas. Over the ensuing weeks, she created at least a half-dozen marks and gathered them together to present to Knight, Bob Woodell and Jeff Johnson (the two BRS executives).
They ultimately selected the mark now known globally as the Swoosh.
"I don't love it," Knight told her, "but I think it will grow on me".
Once the choice was made, Davidson asked for more time in order to refine the work she had done on the Swoosh; however, Knight stated that the company had production deadlines to meet and needed the logo as soon as possible. For her services, the company paid her $35.
In September 1983, Knight gave Davidson a golden Swoosh ring, complete with an embedded diamond and 500 shares of Nike stock (which have since split into 32,000 shares) to express his gratitude.
Every day, millions of people walk into one of the 29,000 Starbucks stores spread across nearly 80 countries, and walk back out with the same thing: a white cardboard coffee cup, with a green, wavy-haired crowned beauty. But who is she?
Waaaaayyy back in 1971, when only one, lonely Starbucks store existed in Pike Place Market in Seattle, the logo in the window was designed to encompass both the “seafaring history of coffee and Seattle’s strong seaport roots”.
So what better symbol to convey that pairing than – the Siren.
A topless, well-endowed and mysterious beauty, the early version of the logo certainly received its fair share of complaints, especially when the company began delivery of its famous products via a small fleet of trucks.
Starbucks CEO Howard Schultz explained later “Bare breasted and Rubenesque, [the mermaid] was supposed to be as seductive as the coffee itself.”
But, in 1987, with its overwhelming popularity, the company gave in to the pressure of ensuing a more modest femme fatale - when her hair was restyled to cover up the mermaid’s - well - perky parts.
In 1992, Starbucks became publicly traded for the first time, but not before another slight change - when the zoomed-in-version of the Siren’s face became the focal point, lending to a more corporate look.
Between 1992 and 2011, the growth of Starbucks took off like never before, and in 2011 changed to all green, lost the name-in-the-ring, and was put on more than 6 billion cups as an status symbol that people proudly carried around everywhere.
Sources:https://www.starbucks.com/blog/so-who-is-the-siren, http://www.adweek.com/brand-marketing/how-topless-mermaid-made-starbucks-cup-icon-160396/, https://www.quora.com/What-is-the-meaning-and-story-behind-the-Starbucks-logo, http://www.artitudesdesign.com/starbucks-logo-story/