What is the Value of De$ign?
by Guest Author, (1 comments)
by Stuart Alden
The Nike logo is probably one of the most recognized logos in the world, and is often cited as an example as the value an identity can have towards the brand of a company. This is why we need to charge for the ìvalueî of the logo.
Ironic that a student designed the logo for $35 in 1971.
According to the story, Carolyn Davidson was asked to create a shoe stripe that would be applied to a shoe that Phil Knight (who was teaching economics) had developed. ÝA few things to think about: He didnít pick a final polished logo - rather a ìrenderingî out of a few she presented on the first round. She didnít even provide camera ready artwork. She decided what to charge and billed him the $35.00.
Most designers will tell you this is a tragedy. Look at the billions of dollars a year Nike makes. Of course the logo should get credit for much of their success, as it is so recognizable. And besides ñ a logo is worth so much more ñ as it will become the recognizable symbol that represents that company. The foundation of the companies brand.
Visually ñ this can be true. But letís ask ourselves a few things before we rush off and say how fancy and important we are.
Do we stop to think about the marketing plan the owner of Nike had developed, or the millions of dollars that went into promoting the brand over the years? Or the fact that the US was in a fitness craze and the shoe was unique to the market and would have sold with almost anything on the side of it? We need to remember that nobody had ever seen this mark and when it first arrived it was just as unrecognizable as any other new logo out there. The Nike logo would still be unrecognizable without all these variable components that went into the development of the company.
Graphic designers have a difficult time in explaining our value to businesses. Maybe that is one of the problems. We try to explain it so much we forget about the doing part. Even when we do it – we often don’t prove it. We put drop shadows on everything – we create things that are based off our artistic instincts that may not be appropriate for our clients. Often we haven’t taken the time to educate ourselves to this specific person’s business plan. Many designers will not know the simplest of marketing terms. ROI?
So we like to take credit for successes. Have you ever heard of a designer that took responsibility towards a company or products failure? Oops – maybe that wasn’t the right message or colour. Should we refund the cost of the design? Personally I am not quite sure anymore. Yes – we can influence businesses – and help add to the perception of who they are towards the world. But if we are not working as a team – and not using the many resources to create effective design – we often are really just hoping for the best. And if a small company you design a logo for becomes the next Nike – let’s hope you were a decent person to them and kept a good relationship and are now doing their worldwide marketing campaign. As this will be paying a fair amount more than $35.
Or as the official story ends – Carolyn Davidson received stock that has since split many times and is probably doing quite well. Good for her for charging an honest rate.
Sincerely – Stuart Alden / www.IdahoSTEW.com
Remember – these are only opinions of one person meant to generate discussion. As many of us are becoming that next generation of designers that need to re-evaluate our industry. Not only graphic – but interior, product, multimedia, etc… – and some of you will create those wonderful grey areas that are blends.
The Nike logo is a classic case of a company gradually simplifying its corporate identity as its frame increases. The company’s first logo appeared in 1971, when the word Nike, the Greek goddess of victory, was printed in orange over the outline of a checkmark, the sign of positivity. Used as a motif on sports shoes since the 1970s, this checkmark is now so recognizable that the company name itself has became superfluous. The solid, orange check was registered as a trademark in 1995.
From www.goodlogo.com
The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at Portland State University in advertising. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In spring of 1972, the first shoe with the NIKE SWOOSH was introduced… the rest is history!
From Nike Consumer Affairs packet, 1996
Or read the “New and Improved” history at www.nike.com.
Comments (1)
Steven K. said:
To quote Paul Rand from his 1991 AIGA Journal essay “Logos, Flags, and Escutcheons” via Looking Closer Vol. 1 (page 88):
“It is easier to remember a well designed image than one that is muddled. A well designed logo, in the end, is a reflection of the business it symbolizes …” ” … and mirrors the quality of its products and services.”
Posted on April 6, 2005