“I don’t love it, but it will grow on me.”

Accounting tutor Phil Knight talking about graphic design student Carolyn Davidson’s “Swoosh” logo that he commissioned her to create for an upcoming Nike job, 1971.

Branding and design isn’t about what you like, it’s about the right solution to the right problem. Logo’s perform a function. Luckily for Nike, Phil Knight saw the light and used the identity that, with careful handling, become a world icon.

Image by Fred Hsu: Moss-covered retaining wall at Jinguashi from Wikipedia Commons.