Whether trippy brights or stripped-back geometrics, these are the best logos of the 1970s, as picked by designers and industry experts.
, designed by Caroline Davidson back in 1971, when she was a student, is a very simple mark, yet its simplicity enables it to be versatile, working well on the shoes as well as everything else.”
The company’s co-founder Phil Knight, famously said, “I don't love it, but it will grow on me", when first presented with the logo. And, though potentially now one of the most recognisable logos globally, Davidson was paid just $35 at the time . “It's a great lesson that we can design a remarkable solution, yet not always get the appreciation we deserve,” Paget says.
Also called the “tick”, the logo was created when the company was renamed – from Blue Ribbon Sports to Nike – after the Greek goddess of victory, which inspired the design, said to symbolise her wing. Given that the brand would have been unlikely to have been recognised from the symbol alone when first released, the company name was also written over the top in lower-case script.
“Hastily conceived in the back of a taxi, Glaser had no idea just how successful and iconic his doodle would become,” says, design writer, consultant and former curator of London’s Design Museum. “In an era of cultural and societal change, Glaser’s pop-style design captured both the era’s relaxing of typographic rules and the desire for peace and love. That it spawned a slew of international imitators, and anticipated the world of emoji’s, highlights its consistent relevancy.
Glaser’s original drawing – sketched with a crayon on a scrap paper envelope – is held in the Museum of Modern Art in Manhattan. After the terrorist attacks on 11 September 2001, he created a customised version which read “I Heart NY More Than Ever”.
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