BRAND

FUNDAMENTALS

LOGO USAGE

The Swoosh is the most recognizable expression of the Nike brand, and is accompanied by numerous other brand marks representing Nike products and product innovations, as well as key figures and eras within the Brand's long and rich history. It is important to understand how these symbols should be represented in Nike workplace environments.

 

  • Only use Nike-owned logos in workplace projects.
  • Always seek approval of logo usage from the GPS team.
  • Before using heritage logos, first verify with Nike DNA that the artwork is correct.
  • Consider how the logo(s) will be represented. Be thoughtful when using logos in an artful way to ensure that recognizability is not compromised.

Nike Swoosh

Consider the Swoosh a greeting and an introduction. Anybody entering a Nike property should immediately know where they are.

Do

 

  • Include a clear representation of the Swoosh at the moment of entry, oriented properly with both points aligned horizontally.
  • Allow plenty of empty space around the Swoosh to avoid visual competition from architectural details, or any other marks or artwork. 
  • Consider how the Swoosh is produced, selecting elevated materials and processes that align with the Brand ethos.
  • Ensure that custom, premium applications of the Swoosh from artist collaborators remain recognizable and respectful of the mark. providing exciting and inspirational moments within the workplace environment.


Do not

 

  • Place a Swoosh on highly textured background materials that might compete for visual dominance, when it is important that the brand mark be legible.
  • Overuse the Swoosh in the workplace, unless for specific GPS-approved design intent.
  • Apply the Swoosh to objects that have not been designed or produced by Nike, and which do not elevate the Brand (e.g., waste receptacles).

Secondary Marks

Heritage Nike logos and other brand marks related to product innovation and Nike's athletic and social engagement, are important reminders of the Brand's historical contributions. These marks can be a powerful reminder to team members and guests about company values and about the important work Nike has done and continues to do in the world. Referencing these secondary brand marks in the workplace can help tell meaningful stories, but use them only with specific intent. 

Do

 

  • Consider using secondary brand marks to support specific stories related to Nike's history, social engagement, or product innovation.
  • Find creative ways to represent secondary brand marks that feel relevant and unexpected, while maintaining a recognizable connection to their origins.
  • Ensure that only correct artwork is used to represent secondary brand marks.


Do not

 

  • Display secondary brand marks where they serve as the primary brand identification in the space.
  • Use marks or artwork files that have not been approved by Nike DNA.