BRANDING

 

The first definition of “brand” originated from farmers, when they would brand their cattle when they were sent to slaughterhouses as produces for the consumer market, therefore, the slaughterhouses could clearly identify and segregate the different meat from the different farmers. essentially BRAND is the name given to a product or service from a specific source. such as the NIKE Swoosh clearly one of the most recognisable brand logos in the world.

Branding creates and encompasses a firm’s identity it is entirely one of the most crucial aspects of the business and shouldn’t be overlooked when starting-up and during the maintenance of the firm. By building up a brand, a company is taking a series of steps to add value such as sieving their brand into the public eye, and also producing desirable products. A brand should deliver the product that has substance and meaning, Nike’s success and dominance in the global sports community have thrived on their expertise to construct their brand image which has given their brand, visibility, and also the company logo extremely high value.

Nike was founded in 1964 started out with $1,200 in the bank as Blue Ribbon Sports and initially operated as a distributor for the Japanese shoemaker Onitsuka Tiger (Asics), It officially became Nike Inc. in 1971. The Nike swoosh was designed by Portland State University student Carolyn Davidson. Noticeably in 1971, the swoosh was at a 30-degree angle pointing upwards coloured either a bright Citrus or a flat white. A lower case “nike” pointing upwards at 20 degrees which were layered over the Nike swoosh. The background usually contrasted the actual clothing the Nike logo would be stitched, the “Nike” text was usually contrasting the flat white or bright citrus Nike”SWOOSH”. Almost ten years later a new Nike logo was designed which featured the same traditional “Nike swoosh” and colour scheme, however, the proportion had changed throughout the whole design. The “SWOOSH” logo was slightly angled downwards at least 5-10 degrees, The text was levelled out horizontally, with a change of font that was written in italics and jumped out, similar to the  font.

Almost ten years later in 1985 a new Nike logo was designed which featured, this time, most of the same traditional “Nike swoosh” proportion and colour scheme, however composition was changed around on a few of the sneakers, like the basketball shoes Nike began designing in the 1980s such as the Air Jordan “Chicago” 1985 where the “SWOOSH” and “NIKE” was above an “AIR” text in the negative space bellow. and the colour scheme true red was finally introduced into the background of the logo’s, and the logo also usually had a true red / bright citrus / black or white box behind the “SWOOSH”, “NIKE” text and “AIR” text. Since 1995 to current the Nike Logo has changed to the Nike “SWOOSH” only without text, same colour scheme, shape, angle, proportion and composition as of 1985.

Reference:

http://conceptdrop.com/blog/27-the-importance-of-branding-how-nike-re-defined-the-power-of-brand-image/

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