Nike “Just Do It”

October 8, 2012

     An identity system is a way through which a product or company creates a brand identity and overall image for themselves.  One of the most successful at creating and maintaining this image is Nike.  Their logo, the swoosh, and slogan, “Just Do It”, care easily recognizable and resonating images.



     Because the logo is a simple shape, it can be produced in different colors to appeal to different audiences, i.e women, and follow themes.  The slogan “Just Do It” is reflective of the companies mission.  Nike’s mission is “To bring inspiration and motivation to every athlete in the world.”  Next to the word athlete their is an * which the company then explains that “If you have a body, you are an athlete.”  



     The woman who designed the Nike logo was Carolyn Davidson, who was a student at Portland State with Phil Knight who gave Davidson $35 for the logo design.  He was quoted to say ‘Well, I don’t love it, but maybe it will grow on me.”  Well, it grew on Knight and the rest of the world.  Davidson’s stock in the company is now worth $643k.

     The advertising company that is representing Nike is the Wieden+Kennedy Company.  This company has done an excellent job with creating print advertisements that cater to men, women, and children.  Their ability to utilize celebrity endorsements as well as real people can trigger an emotional response from consumers.  When they see celebrities they often idolize using a product, they will use the product because they trust and strive to be like that celebrity.  When they see realistic people or testimonials, the audience can identify with their looks and feelings, which makes them identify with the product.  Below are two examples of print advertisements making the Nike brand a well rounded identity system.





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