The Nike Swoosh logo is trademarked with the United States Patent and Trademark Office (USPTO) and international offices. The company trademarked the iconic swoosh logo in 1972. The application was granted in January 1974, and it is now registered.
Nike first began using the phrase JUST DO IT in 1988 and trademarked this famous phrase in 1995. Nike owns multiple trademark registrations for its JUST DO IT phrase covering: clothing, footwear, sports equipment, and virtual goods.
History and Design
She designed logo proposals and Knight chose the swoosh, inspired by the wings of the Greek goddess Nike. In 1995, the standalone swoosh logo began corporate use. While the wordmark was removed in 1995, it is still used on clothing and shoes.
Trademark Enforcement and Use
In July 2022, UK firm Frank Industries enforced its trademark ‘LNDR’ against Nike’s ‘LDNR’. Personal, non-commercial use of the logo is generally acceptable, but selling items with the logo becomes infringement.
Using the Nike logo without permission could lead to legal action. There are only a few situations where you can use the logo without permission: As a Nike employee, with a written agreement allowing use, or in “fair use”.
Logo and Brand Value
The Nike Swoosh logo is a registered trademark worth over $33 billion. Nike co-founder Phil Knight chose the Swoosh logo from design proposals created by Carolyn Davidson. She was paid just $35 for her work. This makes it one of the best and most cost-effective logo investments in business history.