Instead of choosing brand values \u200b\u200band then creating an image to communicate, famous brands choose an identity image randomly, without strategy or simply because they think it looks good.<\/p>\n
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Lessons from Nike's swoosh<\/h2>\n
Many big brands today have started with creating an identity image that can have a unique and powerful meaning to help that brand grow and avoid competitors.<\/p>\n
In 1971, Carolyn Davidson - a graphic design student at Portland State University, was asked by a faculty member to design some publications for Blue Ribbon Sports company for a salary of $2\/hour and she happily accepted.<\/p>\n
If you haven't noticed yet, this is the story about Phil Knight needing a logo for a new sports shoe called \"Nike\" named after the Greek Queen of Victory, and that logo was Nike's first logo and it quickly became famous - it was the Swoosh symbol (swoosh symbol) as we still see it today.<\/p>\n
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Visualization or process \u2014 where is the starting point?<\/h2>\n
figure class=”image regular”> What direction would Nike's history have taken if they hadn't taken that opportunity?<\/p>\n Most theories suggest that the right process for branding is to identify the \u201cbrand essence\u201d \u2013 perhaps at the heart of the \u201cbrand key\u201d or \u201cbrand onion\u201d \u2013 and then creative work conveys this through images and behaviour.<\/p>\n Because Nike is one of the great brand success stories, I see many people trying to take it as a lesson about brands with \"solid values\", \"solid foundations\".<\/p>\n Just as some strong imagery has helped build the brand, there's a certain element to the casual appearance of the Swoosh.<\/p>\n![\"|\"](\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/NIKE-post_957e1c26a190fa692400c424c9459fb7_800.jpg)
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