Nike adopted the swoosh for its logo in 1971. It’s symbolic, it’s iconic, and it’s very appropriate for their business. (And was designed by a college student, btw.) So what is it about the swoosh that makes so many decision makers want to use it for their logo? It’s everywhere. And no one uses it as well or as meaningfully as Nike.
It seems that both big and small companies in all industries think a swoosh logo is also right for them. Take Capital One for instance. What does their new swoosh say for them? That they’re fast moving? Is it an orbit? Does it intimate forward thinking? Truly these are not unique concepts, even if that is what they’re thinking. How about coming up with a logo that distinguishes them from the competition? One that focuses on their key strenght(s).
I have to wonder what motivated each of these companies to adopt a swoosh logo. Did they see swoosh logos everywhere and figure that was the thing to do? Did they subconsciously “copy” the swoosh from one of the few companies that use it successfully (Nike, Intel)? Did they see it as hip or trendy or otherwise worthy for their compay’s most valuable asset — thier brand?