The Nike logo, known as the ‘Swoosh,’ is formed by two simple curved lines. It’s just about the simplest logo imaginable, and yet it carries with it billions of dollars worth of accumulated branding and marketing associations. So what does it mean?
At its most fundamental level, the Swoosh represents motion and speed. The shape depicts an arc of movement. The word ‘swoosh’ is onomatopoeia for the sound you’d hear as Lebron James or Michael Jordan zips past you en route to a spectacular dunk. In Greek mythology, Nike is the Winged Goddess of Victory. The mythological associations for the brand Nike are flight, victory, and speed. The goddess Nike had the power to fly – and so did Michael Jordan. His signature shoes included the Jordan Flight and the Air Jordans. His most famous Nike poster was known as the "Wings Poster".