{"id":9697,"date":"2019-02-05T10:30:17","date_gmt":"2019-02-05T09:30:17","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=9697"},"modified":"2025-08-20T17:19:00","modified_gmt":"2025-08-20T15:19:00","slug":"histoire-logo-nike","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/histoire-logo-nike\/","title":{"rendered":"Success Story\u00a0: l&#8217;histoire du logo Nike"},"content":{"rendered":"<p>Il est incontestable que certaines marques commerciales vont laisser \u00e0 jamais leur empreinte dans l&#8217;Histoire tant elles ont su imposer leur identit\u00e9 \u00e0 l&#8217;\u00e9chelle mondiale.<\/p>\n<p>C&#8217;est par exemple le cas de Nike dont le logo, le &#8220;fameux&#8221; Swoosh, est mondialement connu.<\/p>\n<p>Pourtant, rien ne pr\u00e9destinait la d\u00e9sormais c\u00e9l\u00e8bre virgule \u00e0 rencontrer un tel succ\u00e8s. Retour sur l&#8217;histoire du logo Nike.<\/p>\n<p>&nbsp;<\/p>\n<h2>35 dollars, le prix d\u00e9risoire de la cr\u00e9ation du logo Nike<\/h2>\n<p>Passionn\u00e9 d&#8217;athl\u00e9tisme, Philip Knight &#8211; le fondateur de Nike &#8211; va d\u00e9buter dans les affaires en cr\u00e9ant une soci\u00e9t\u00e9 de distribution de chaussures de sport, Blue Ribbon Sports, en 1964.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9701 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/Blue-Ribbon-Sports-logo.png\" alt=\"Blue Ribbon Sports logo\" width=\"200\" height=\"172\" \/><\/p>\n<p>Cette derni\u00e8re obtient rapidement les droits pour distribuer les c\u00e9l\u00e8bres Onitsuka Tigers (Asics), des chaussures dont raffolent les coureurs, sur la c\u00f4te ouest des Etats-Unis.<\/p>\n<p>Au d\u00e9but des ann\u00e9es 1970, alors qu&#8217;il enseigne en parall\u00e8le la comptabilit\u00e9 \u00e0 l&#8217;Universit\u00e9 d&#8217;Etat de Portland (Portland State University), Philip Knight fait la rencontre d&#8217;une jeune \u00e9tudiante en graphisme p\u00e9trie de talent, Carolyn Davidson.<\/p>\n<p>Apprenant que cette derni\u00e8re cherche \u00e0 gagner de l&#8217;argent pour pouvoir suivre des cours de peinture \u00e0 l&#8217;huile, il lui propose de travailler pour lui. Moyennant un salaire de 2$ par heure, il lui fait cr\u00e9er des affiches et des brochures.<\/p>\n<figure id=\"attachment_9706\" aria-describedby=\"caption-attachment-9706\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-9706 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/Carolyn-Davidson-Portrait.jpg\" alt=\"Caroline Davidson Nike\" width=\"576\" height=\"338\" \/><figcaption id=\"caption-attachment-9706\" class=\"wp-caption-text\"><a href=\"http:\/\/www.worksdesigngroup.com\/carolyn-davidson-nike-swoosh-logo-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><\/figcaption><\/figure>\n<p>Au d\u00e9but de l&#8217;ann\u00e9e 1971, Blue Ribbon Sports va perdre son partenariat avec l&#8217;entreprise japonaise, poussant Philip Knight a lanc\u00e9 sa propre marque de chaussures de football. Blue Ribbon Sports dispara\u00eet pour devenir Nike, nom choisi en hommage de Nik\u00e9, la d\u00e9esse grecque de la victoire.<\/p>\n<p>Or, pour celle-ci, il a besoin d&#8217;un logo. Il a deux exigences&nbsp;:<\/p>\n<ul>\n<li>le logo doit exprimer le mouvement,<\/li>\n<li>et il doit permettre \u00e0 sa marque de se diff\u00e9rencier de son principal concurrent, Adidas.<\/li>\n<\/ul>\n<p>Il confie alors la <a href=\"https:\/\/graphiste.com\/blog\/best-of-creation-logo\" target=\"_blank\" rel=\"noopener noreferrer\">cr\u00e9ation du logo<\/a> de sa nouvelle soci\u00e9t\u00e9 \u00e0 Carolyn Davidson. Sur son temps libre, la jeune \u00e9tudiante r\u00e9fl\u00e9chit, esquisse des \u00e9l\u00e9ments et teste leur rendu sur des chaussures de football.<\/p>\n<p>Au terme de 17 heures et 30 minutes de travail &#8211; selon la l\u00e9gende du moins &#8211; le Swoosh est n\u00e9 et sa cr\u00e9ation n&#8217;a co\u00fbt\u00e9 que 35$.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9709 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/swoosh-design.jpeg\" alt=\"Swoosh design\" width=\"600\" height=\"437\" \/><\/p>\n<p>Reste toutefois \u00e0 convaincre les dirigeants\u2026<\/p>\n<blockquote><p>\u00c0 lire aussi&nbsp;: <a href=\"https:\/\/graphiste.com\/blog\/success-story-histoire-logo-lego\">Success Story&nbsp;: l\u2019histoire du logo Lego<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2>D&#8217;abord d\u00e9cri\u00e9, le Swoosh va finir par s&#8217;imposer<\/h2>\n<p>Si Carolyn Davidson a consacr\u00e9 un peu moins de 20 heures \u00e0 cr\u00e9er l&#8217;un des logos les plus embl\u00e9matiques de l&#8217;Histoire, Philip Knight n&#8217;a pas \u00e9t\u00e9 convaincu imm\u00e9diatement par le travail de sa jeune prot\u00e9g\u00e9e.<\/p>\n<p>Preuve en est, l&#8217;\u00e9tudiante a d\u00fb concevoir de nombreuses <a href=\"https:\/\/graphiste.com\/blog\/comment-decliner-logo\" target=\"_blank\" rel=\"noopener noreferrer\">d\u00e9clinaisons du logo<\/a> pour satisfaire le boss de Nike et ses principaux collaborateurs. Initialement, ces derniers ne virent en le logo cr\u00e9\u00e9 rien de plus qu&#8217;une &#8220;simple virgule dessin\u00e9e \u00e0 l&#8217;envers avant d&#8217;\u00eatre retourn\u00e9e \u00e0 l&#8217;horizontale&#8221;.<\/p>\n<p>Son dynamisme mais aussi son efficacit\u00e9 ne semblaient pas trouver \u00e9gard aux yeux des d\u00e9cideurs.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9711 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/logo-nike-1971.jpg\" alt=\"Logo Nike 1971\" width=\"600\" height=\"250\" \/><\/p>\n<p>Pourtant, c&#8217;est bien le Swoosh qu&#8217;ils retenaient, par d\u00e9faut, pour l&#8217;identit\u00e9 graphique de leur marque, press\u00e9s par le lancement imminent de cette derni\u00e8re.<\/p>\n<p>Philip Knight n&#8217;est alors pas tendre avec le logo de Nike&nbsp;: &#8220;Je ne l&#8217;aime pas, mais je finirai par l&#8217;aimer&#8221;.<\/p>\n<p>Fort heureusement pour lui, le public va lui accrocher au logo de Nike et les arguments avanc\u00e9s plus t\u00f4t par Carolyn Davidson vont enfin \u00eatre compris. Le Swoosh symbolisant l&#8217;aile de Nik\u00e9 &#8211; une divinit\u00e9 capable de se d\u00e9placer \u00e0 tr\u00e8s grande vitesse dans la mythologie grecque &#8211; sugg\u00e8re bien tant la vitesse que le mouvement.<\/p>\n<p>Les innovations technologiques int\u00e9gr\u00e9es aux diff\u00e9rents mod\u00e8les de chaussures mais aussi l&#8217;image de marque trouvent rapidement gr\u00e2ce aux yeux des athl\u00e8tes. D\u00e8s 1981, Nike devient le leader du march\u00e9 de la chaussure de sport aux Etats-Unis et est introduit en Bourse.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9712 size-full\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/nike-logo-2.png\" alt=\"Nike logo 2\" width=\"500\" height=\"269\" \/><\/p>\n<p>Son logo conna\u00eetra quelques \u00e9volutions jusqu&#8217;\u00e0 aujourd&#8217;hui puisque le nom Nike, un temps pr\u00e9sent au-dessus de la c\u00e9l\u00e8bre virgule, a \u00e9t\u00e9 retir\u00e9, le Swoosh \u00e9tant parfaitement associ\u00e9 \u00e0 l&#8217;\u00e9quipementier sportif.<\/p>\n<p>Ce dernier a \u00e9galement connu quelques modifications puisqu&#8217;il n&#8217;a cess\u00e9 de voir sa forme s&#8217;\u00e9purer pour tendre vers la coche &#8220;V&#8221; repr\u00e9sentant l&#8217;adh\u00e9sion du monde sportif.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-9713 size-full aligncenter\" src=\"https:\/\/graphiste.com\/blog\/wp-content\/uploads\/sites\/4\/2019\/01\/logo-nike-actuel.png\" alt=\"Logo Nike actuel\" width=\"600\" height=\"224\" \/><\/p>\n<p>\u00c0 noter qu&#8217;en 1983, Philip Knight reconnut enfin \u00e0 sa juste valeur le travail, parfois d\u00e9cri\u00e9, de Carolyn Davidson. Il lui offrit une bague arborant un Swoosh surmont\u00e9 d&#8217;un diamant mais aussi quelque 500 actions de l&#8217;entreprise.<\/p>\n<p>&nbsp;<\/p>\n<p>Entre la c\u00e9l\u00e8bre virgule et le slogan Just Do It &#8211; \u00e9lu slogan publicitaire du 20\u00e8me si\u00e8cle &#8211; qui l&#8217;a un temps accompagn\u00e9, le logo Nike jouit aujourd&#8217;hui d&#8217;une reconnaissance mondiale et incarne bien plus qu&#8217;une typologie de produits, mais un style de vie.<\/p>\n<p>Cela confirme en tout cas qu&#8217;un bon design est un \u00e9l\u00e9ment-cl\u00e9 d&#8217;une strat\u00e9gie de marque r\u00e9ussie mais aussi que simplicit\u00e9 et \u00e9l\u00e9gance peuvent aller de pair.<\/p>\n<blockquote><p>Lire aussi&nbsp;: <a href=\"https:\/\/graphiste.com\/blog\/histoire-logo-disney\" target=\"_blank\" rel=\"noopener noreferrer\">Success story&nbsp;: l\u2019histoire du logo Disney<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Il est incontestable que certaines marques commerciales vont laisser \u00e0 jamais leur empreinte dans l&#8217;Histoire tant elles ont su imposer leur identit\u00e9 \u00e0 l&#8217;\u00e9chelle mondiale. C&#8217;est par exemple le cas de Nike dont le logo, le &#8220;fameux&#8221; Swoosh, est mondialement connu. Pourtant, rien ne pr\u00e9destinait la d\u00e9sormais c\u00e9l\u00e8bre virgule \u00e0 rencontrer un tel succ\u00e8s. Retour [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9699,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-9697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Success Story\u00a0: l&#039;histoire du logo Nike - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Il est incontestable que certaines marques commerciales vont laisser \u00e0 jamais leur empreinte dans l&#039;Histoire tant elles ont su imposer leur identit\u00e9 \u00e0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graphiste.com\/blog\/histoire-logo-nike\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Success Story\u00a0: l&#039;histoire du logo Nike - 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