30/11/07 (2)

"JUST DO IT"

http://www.wk.com/#/works/752/

33/11/07

Article on "Just Do It" ads of the 80's
http://www.cfar.com/Documents/nikecmp.pdf

Nike History & Air Jordan Ad
http://www.referenceforbusiness.com/businesses/M-Z/Nike-Inc.html

21/11/17

NIKE AD BY DAVID CARSON

http://www.unc.edu/~snider/images/dc-nike.jpg

Interview with David Carson
http://findarticles.com/p/articles/mi_m3065/is_n4_v24?pnum=4&opg=16525575

8/11/07

THE SWOOSH

Designed in 1971 by Carolyn Davidson

History on the nike website-

http://www.nikebiz.com/company_overview/history/1970s.html

DESCRIPTION

The logo is a simple, single colour shape. Both the original and slightly tweaked version look similar - a curved 'tick'. The logo first appeared on the side of Nike running shoes, but is also used on items of clothing, sports equipment, packaging and peices of advertising. The device has been used with and without the word "nike".

ANALYSIS

Davidson was asked to design a logo to go on the sides of running shoes which had to depict speed. It had to be easily recognisable as belonging to nike, it was to be cut out and sewn onto the shoes , and she was given very limited time to come up with ideas - all good reasons for the design to be kept as simple as possible.

The swoosh is a long, dynamic shape whic suggests movement and swiftness. It's edges are long and curved and comes to sharp point, like some kind of blade or sword. The smooth, controlled shape is also elegant and graceful. Nike is the name of the Greek Goddess of victory, and it said the logo is meant to represent her wings. It denotes speed, power and finnesse, all qualities a good athlete should have. It also bears similarities to a tick, as if all high quality sportswear recieves a tick or stamp of approval from nike.

The simplicity of the swoosh device has served it well. Like many well-designed logos it's aged well and has never in it's 30 year history needed updating. It can be displayed in any colour without losing it's impact or recognisability, and can be be incorporated into other logos and designs. It's been so successful infact that for many it's simply part of their language - it's appearance brings up all kinds of positive connotations and associations. The swoosh can be stamped onto just about anything and give it instant credibility and value.

7/11/07

NIKE 'ST. WAYNE' POSTER

Designed by Wieden and Kennedy
http://www.wk.com/#/works/884/
Photographer - Nick Georghiou
First published June 2006

Daily Mail article on controversy here-
http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=391684&in_page_id=1770

Won NMA award for best newspaper ad of 2006-
http://www.creativematch.co.uk/viewnews/?93386

Nominated for D&AD award, and is on display in the D&AD exhibition at the Urbis centre from Oct 2007 - Feb 2008
http://findarticles.com/p/articles/mi_qn4158/is_20070528/ai_n19180819

Displayed as a 60ft wide poster in West London as well as appearing in some newspapers

DESCRIPTION
The poster consists of 3 elements - the main part is a photograph of footballer Wayne Rooney, with the Nike "swoosh" logo and the slogan "just do it" displayed in the bottom right corner. Wayne is facing the camera with his arms stretched out to the side, in his typical goal celebration pose. We can see him from the waist up, covered in red and white body paint resembling the cross of Saint George. The red paint is still wet and, intentionally or not, looks like blood.

ANALYSIS
The poster was published shortly before the 2006 world cup, and is clearly aimed at England football fans (it was not published anywhere else in the UK, or in any other countries). It would seem it is intended to stir up a sense of national pride and support for the England team, capitalising on the passionate and tribal feelings of many a football fan. It was also launched to coincide with Wayne's 'triumphant' return from injury to the England team. Wayne's provocative appearance and pose, combined with the sheer size of the poster creates an imposing and intimidating feel, perhaps referencing the way ancient warriors would use body paint and battlecrys to strike fear into their enemies (it shares similarities with Mel Gibson's appaearance in Braveheart), and as if the England team are issuing a battlecry to their opponents.