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Logos in Graphic Design. Desktop Publishing COHS Business Academy. Created by Carolyn Davidson (1971) Graphic Design Student (Portland State University) Hired by Phil Knight to do some graphics work on side The “Swoosh” Represents the wing of the Greek Goddess “Nike”

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Logos in Graphic Design

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Logos in Graphic Design

Desktop Publishing

COHS Business Academy


  • Created by Carolyn Davidson (1971)

  • Graphic Design Student (Portland State University)

  • Hired by Phil Knight to do some graphics work on side

  • The “Swoosh”

    • Represents the wing of the Greek Goddess “Nike”

    • Nike (Goddess of Victory)

  • Paid $35 for her work on the design

Nike “Swoosh” Logo


  • Symbol representing a company, organization, person, product, service, or event.

  • Logos Should be Simple

    • Easy recognition

    • Ex. Apple Logo (original logo complicating)

  • Logos Should be Memorable

  • Logos Should be Timeless

    • Can you see your logo still looking fresh after 10 years?

  • Logos Should be Versatile

    • Print in one color?

    • Looks good as small as a stamp?

    • Looks good as large as a billboard?

    • Looks good in black and white?

  • Logos Should be Appropriate

    • Correct Font/Colors with the appropriate mood

What is a logo?


  • Logotype/Wordmark

    • Two or more type connected into one

    • Ex. CNN logo

  • Iconic/Symbolic

    • No words in the logo

  • Combination Marks

    • Combination of type and graphics

Types of Logos


  • Fossil

    • Every logo on products is different but still has the same theme

    • Ex. Retro, 50’s, etc.

  • Google

    • Logo always changes on the home page

Breaking “Tradition”


Clever Logo Designs


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