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[Senaste](https://www.nike.com/se/stories) - [DNA](https://www.nike.com/se/stories/dna) - [Coachning](https://www.nike.com/se/journal/coachning) - [Atleter\*](https://www.nike.com/se/stories/atleter) - [Community](https://www.nike.com/se/stories/community) - [Kultur](https://www.nike.com/se/stories/kultur) - [Innovation](https://www.nike.com/se/stories/innovation) - [Alla stories](https://www.nike.com/se/stories/alla) Inspiration # Inget stoppar framstegen ##### Department of Nike Archives Vi blickar tillbaka på 50 år med Nikes klassiska logotyp och berättar om hur den kom till – och om den bristande entusiasmen för det som skulle bli en framtida ikon. Senast uppdaterad: 15 maj 2022 Lästid: 4 min De flesta tänker direkt på den klassiska Swoosh-loggan när de hör ordet Nike. Som en av världens mest välkända logotyper har den blivit en symbol med stort innehåll som förknippas med prestation och principer, innovation och attityd, kreativitet och förändring.  Den har illustrerats och 3D-renderats, rakats in i frisyrer och tatuerats på människors kroppar. Den har fått en lång rad konstnärliga uppdateringar av den numera bortgångne designern Virgil Abloh – som till och med bröt mot traditionella varumärkesriktlinjer när han använde en förvrängd, målad version av loggan på skon Off-White Zoom Tempo Solar Red. Under åren har också många andra storheter inom mode, musik, sport och kultur samarbetat med Nike och satt sin prägel på Swoosh-looken. Det är lätt att tro att den ursprungliga loggan måste ha tagit veckor eller månader att skapa och att framgångsrika designteam vänt, vridit och debatterat konceptet in i minsta detalj och testat mängder av olika varianter. Men det var inte riktigt så det gick till.  Uppgiften tilldelades Carolyn Davidson, grafisk designstudent vid Portland State University som satte igång direkt, efter några kortfattade instruktioner från varumärkets medgrundare Phil Knight. Hon fick inte lång tid på sig, eftersom tillverkningsdeadlinen närmade sig och resultatet mottogs inte med någon större entusiasm. Hon hade flera olika logotypförslag med sig till det lilla anonyma konferensrummet i Oregon, inklusive ett som såg ut som en enkel cirkel eller ett hål (beroende på perspektiv). Fyra alternativ kasserades snabbt och till slut valdes Swoosh-logotypen lite motvilligt ut som det bästa alternativet. Så här i efterhand känns det lustigt att Knights var så tveksam till den numera klassiska logotypen. ## "Jag kan inte säga att jag älskar den. Men jag vänjer mig nog." Phil Knight Därefter skickades logotypen – som från början kallades "The Stripe", vilket Carolyn kallar den än idag – snabbt iväg med flyg till Guadalajara i Mexiko där tillverkningen inleddes. Det var så bråttom att skicka loggan att teamet inte ens hade tid att snygga till den efter mötet, utan helt enkelt skickade den handtecknade versionen precis som den var. Allt för att få igång produktionen. Hur det gick sedan vet vi redan. Swooshen blev en ikon inom sneakerskulturen och Davidsons veckor av snabba skisser på servetter och papperslappar växte sig större än någon hade kunnat ana. I filmen ovan får du veta ännu mer om den välbekanta symbolen. Vad som ska hända med den i framtiden är upp till dig. Men håll utkik på Nikes Instagram-kanaler om du vill se några välbekanta ansikten berätta om hur de firar det stora 50-årsjubileumet. Medverkande stjärnor: A’ja Wilson, Ada Hegerberg, Bebe Vio, Chen Ye, Chloe Kim, Dina Asher-Smith, Dirk Nowitzki, Dylan Alcott, Faith Kipyegon, Feng Chen Wang, G Dragon, Giannis Antetokounmpo, Mia Hamm, Oksana Masters, Quinn, Ricardo Pepi, Ronaldinho, Sabrina Ionescu, Sophie Hahn, Virgil Abloh, Wang Shuang, Yoon Ahn och Yuto Horigome.  Ursprungligen publicerad: 1 maj 2022 ## Liknande berättelser -  [](https://www.nike.com/se/a/inget-stoppar-rebeller-prefontaine) # Department of Nike Archives # Inget stoppar rebeller -  [](https://www.nike.com/se/a/inget-stoppar-nya-ideer-circa-72) # Department of Nike Archives # Inget stoppar nya idéer -  [](https://www.nike.com/se/a/inget-stoppar-fornyelse-pegasus-lopningens-arbetshast) # Department of Nike Archives # Inget stoppar förnyelse -  [](https://www.nike.com/se/a/never-done-rising-damfotbollens-genombrott) # Department of Nike Archives # Inget stoppar framstegen -  [](https://www.nike.com/se/a/inget-stoppar-nya-innovationer-nsrl) # Department of Nike Archives # Inget stoppar nya innovationer Resurser [Presentkort](https://www.nike.com/se/presentkort) [Hitta en butik](https://www.nike.com/se/retail/) [Nike Journal](https://www.nike.com/se/stories) [Bli medlem](https://www.nike.com/se/medlemskap) [Feedback](https://www.nike.com#site-feedback) [Kampanjkoder](https://www.nike.com/se/kampanjkod) [Guide för löparskor](https://www.nike.com/se/lopning/hitta-skor) Hjälp [Få hjälp](https://www.nike.com/se/help) [Beställningsstatus](https://www.nike.com/se/orders/details) [Frakt och leverans](https://www.nike.com/se/help/a/frakt-och-leverans-eu) [Returer](https://www.nike.com/se/help/a/returratt-eu) [Betalningsalternativ](https://www.nike.com/se/help/a/betalningsalternativ-eu) [Kontakta oss](https://www.nike.com/se/help/#contact) [Recensioner](https://www.nike.com/se/help/a/recensioner) Företag [Om Nike](https://about.nike.com/) [Nyheter](https://news.nike.com/) [Karriär](https://jobs.nike.com/) [Investerare](https://investors.nike.com/) [Hållbarhet](https://www.nike.com/se/hallbarhet) [Hjälpmedel](https://www.nike.com/accessibility) [Tillgänglighetsredogörelse](https://www.nike.com/se/accessibility/statement) [Purpose](https://www.nike.com/se/purpose) [Nike Coaching](https://www.nike.com/se/coachning) Community-rabatter [Student](https://services.sheerid.com/verify/68d15e386bcf0b059b3b1708/?locale=sv) [Lärare](https://urldefense.com/v3/__https://services.sheerid.com/verify/68dcfa47c3f2fd1cd3069a9c/?locale=sv__%3B%21%21KLCbKzk%21nTvDkRbY-BbSpoWsFhAQdmMrehEzU3loDux4_exRVjO9--Ik_EbQNJ3bX2gkEwR7F9cVVROFKqLxE4B8uW6bnx5cH0gb7A%24) [Sjukvårdspersonal](https://urldefense.com/v3/__https://services.sheerid.com/verify/68d55e0d273c5b3a03a5b0ac/?locale=sv__%3B%21%21KLCbKzk%21nTvDkRbY-BbSpoWsFhAQdmMrehEzU3loDux4_exRVjO9--Ik_EbQNJ3bX2gkEwR7F9cVVROFKqLxE4B8uW6bnx6wsLJg_A%24) [Resurser](https://www.nike.com/se/help) [Presentkort](https://www.nike.com/se/presentkort) [Hitta en butik](https://www.nike.com/se/retail/) [Nike Journal](https://www.nike.com/se/stories) [Bli medlem](https://www.nike.com/se/medlemskap) [Feedback](https://www.nike.com#site-feedback) [Kampanjkoder](https://www.nike.com/se/kampanjkod) [Guide för löparskor](https://www.nike.com/se/lopning/hitta-skor) [Hjälp](https://www.nike.com/se/help) [Få hjälp](https://www.nike.com/se/help) [Beställningsstatus](https://www.nike.com/se/orders/details) [Frakt och leverans](https://www.nike.com/se/help/a/frakt-och-leverans-eu) [Returer](https://www.nike.com/se/help/a/returratt-eu) [Betalningsalternativ](https://www.nike.com/se/help/a/betalningsalternativ-eu) [Kontakta oss](https://www.nike.com/se/help/#contact) [Recensioner](https://www.nike.com/se/help/a/recensioner) [Företag](https://about.nike.com/en) [Om Nike](https://about.nike.com/) [Nyheter](https://news.nike.com/) [Karriär](https://jobs.nike.com/) [Investerare](https://investors.nike.com/) [Hållbarhet](https://www.nike.com/se/hallbarhet) [Hjälpmedel](https://www.nike.com/accessibility) [Tillgänglighetsredogörelse](https://www.nike.com/se/accessibility/statement) [Purpose](https://www.nike.com/se/purpose) [Nike Coaching](https://www.nike.com/se/coachning) ## Community-rabatter [Student](https://services.sheerid.com/verify/68d15e386bcf0b059b3b1708/?locale=sv) [Lärare](https://urldefense.com/v3/__https://services.sheerid.com/verify/68dcfa47c3f2fd1cd3069a9c/?locale=sv__%3B%21%21KLCbKzk%21nTvDkRbY-BbSpoWsFhAQdmMrehEzU3loDux4_exRVjO9--Ik_EbQNJ3bX2gkEwR7F9cVVROFKqLxE4B8uW6bnx5cH0gb7A%24) [Sjukvårdspersonal](https://urldefense.com/v3/__https://services.sheerid.com/verify/68d55e0d273c5b3a03a5b0ac/?locale=sv__%3B%21%21KLCbKzk%21nTvDkRbY-BbSpoWsFhAQdmMrehEzU3loDux4_exRVjO9--Ik_EbQNJ3bX2gkEwR7F9cVVROFKqLxE4B8uW6bnx6wsLJg_A%24) Sverige - © 2026 Nike, Inc. 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