In a clothing world that emphasizes originality and new trends, fashion labels have constantly fought to maintain their traditional identities while keeping up with the current fashion zeitgeist. This struggle is often visible through the evolution of their logos: a symbol that both signifies its brand heritage yet allows for change.
A prime example of this is Nike. Formerly known as Blue Ribbon Sports, Nike decided to rebrand in 1971, introducing their new name and the famous “Swoosh” logo simultaneously, a symbol synonymous with motion and speed. This small yet powerful logo was created by Carolyn Davidson for a mere $35, a cost that pales in comparison to the brand’s current multimillion worth.
Interestingly, Carolyn Davidson, the creator of the Nike logo, initially received an apparently meager compensation for her work. However, she was later rewarded with 500 unsold Nike shares.
Balancing heritage and modernity in logo evolution
The value of these shares incrementally ballooned along with Nike’s success, showcasing the significant impact small acts can have in business.
However, transformation of brand identity isn’t unique to Nike. In fact, the well-known sportswear brand Adidas, originally established in the 1920s in Germany, underwent changes that might have seemed drastic at the time. Following a schism into Adidas and Puma in 1947, each brand began carving out its unique identity, with Adidas adopting the globally recognized three-stripe motif.
The three stripes have evolved subtly over time, seeing changes according to specific product lines: horizontal stripes for Adidas Originals, curved stripes within a circle for Adidas Style, and the brand name under a slanted line for Adidas Performance.
In essence, even while these brands innovate their logos to stay fresh and relevant, they tread carefully not alienate their loyal consumers emotionally attached to the existing logo. Striking this delicate balance between change and consistency can be a challenging task. Yet, it’s one that requires deep comprehension of the brand’s legacy, meticulous approach, and keen understanding of current trends.
