Memorandum

Date: 8th February 2015

To: Lehua Ledbetter
From: Jasmie Mong
Re: Nike logo: Three words and a swoosh.


How three words and one check mark can dominate the sporting business
market forty-four years and counting. Nike started off in the trunk of Phil
Knights car and have now fully blossomed into an internationally known
sporting business. Despite being in a competitive field, Nike is able to stand out
with the help of the ingeniously thought out representation symbol and slogan,
that now has become a common household name. The powerful effect of this
representation of the company is due to the following reasons:
1. Keeping it Simple
2. Historical Background
3. Marketing Strategy
4. Target Audience
5. Ethos, Pathos, Logos
The goal of this analysis is to document a reference to this great example of a
business technique for future use, allowing guidance and suggestions for smaller
independent startup companies to understand more about the success of larger
business corporations.

1. Keeping it Simple
Simple is good. Simple get you straight to the point, but simple is not
easy to achieve. The attention spam per person is so limited that the
less complicated it is, the easier becomes for people to remember, and
gradually it becomes a catchy phrase. The sentence Just Do It.
requires no extra explanation; its clear and self-explanatory, it also
does not give room for hedging ones bet or hesitation.
The swoosh (checkmark) of the Nike logo acts as a supplement to the phrase. In daily
life, checkmarks are seen when things are approved, by using a checkmark as their
symbol, Nike acts as an approval of whatever we aspire to attain.

2. Historical Background
Nike is an explicitly chosen name, especially for a sporting company. Nike is the
aGreek Goddess of victory. A Greek saying is When we go to battle and win, we say
it is Nike. The Nike swoosh embodies the wing of the favorably known goddess. But
not only does it have a reference from Greek Mythologies, but The swoosh has been a
part of Nike ever since 1971, with the commitment to the same symbol
throughout the years; a sense of attachment is created between the
customers and the brand name, as there is a story behind every logo.
The swoosh has become such a symbol feature that sporting companies
try to replicate its ability to create a sense of movement within a symbol.
Li-Ning is an example of a sporting brand that tries to mimic Nike
swoosh, similarly, they both contain a form of a checkmark

3. Marketing Strategy
Nikes clear-cut logo is on most merchandise they sell, allowing people to recognize
the brand whenever they see it; this enhances its opportunities to being identified.
Anyone who is clothed in its brand becomes a walking
advertisement. Utilizing neon colors on its products not only
creates a highlighting effect, but it also enhances a sense of
energy and is a source of motivation to exercise. However, on
some occasions, Nike creates a rather subtle appearance by just
adding a checkmark to either its goods or advertisements. For
example, by adding a small checkmark in the advertisement it
acts as a source of credibility, but doesnt distract the main focus
of the image, as its not too noticeable. It makes the brand seem
modest as it doesnt scream for attention.

4. Targeted Audience
Nike targets active people who enjoy high-quality, highfashion sporting goods. It is the haute couture to all sporting
fashion. Nike started out targeting professional athletes,
providing high-performance athletic gear, however, since Nike
starting releasing fashionable running shoes that attract the
attention of a younger generation, the age of its target audience
has been decreasing. Comparing against other sporting stores, its shoes are colorful,
vibrant and eye-catching, younger athletes are willing to pay the price for fashion.
Moreover, with the help of Nikes recent development of digital innovations, its
products now appeal to younger customers.

5. Ethos, Pathos, Logos

Ethics, Creditably and Emotion can affect the level of persuasion. Nike uses Pathos
in the font to create excitement, motivate and to dare the audience to try. To do this,
Nike appeals to the audiences emotions by using capital letters and a bold font. The
usage of a period should not be taken lightly. The phrase ends with a full stop,
stressing the point, acting as a form of affirmation, no reasons, explanation or excuses
needed. The ability to maintain a Just Do It. mentality is easier said than done, but it
causes a powerful effect because it is simple and true. Diction also plays an important
role in its phrase, the plosives within the phrase creates almost a demanding effect.
Nike established reasoning with its audience by utilizing verbiage by constantly
repeating its symbolic slogan Just Do It., generating a sense of credibility that
appealed to its audiences pathos. As Nike starts to grow, they partner with many
different top-notch athletes like Michael Jordan which also helped increase its
trustworthiness.

Conclusion
With a simple slogan and symbol, Nike has been inspiring people to Just Do It., for
decades, daring athletes to challenge and not to limit themselves. There are endless
applications to Just Do It. and it is with this attitude that Nike is able to stand out
amongst the sporting business and be the motivation for many.