NIKE
TALK |
| THE
COMPANY |
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| THE PRICE OF
THE SWOOSH
The Nike logo was designed for $35 by one Carolyn Davidson, a graphic designer
Portland, Oregon in 1972. |
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| THE NEW TRIBALISM OF LOGOS |
"In the late
20th century American, the cultural capital of corporations has replaced many human forms
of capital. As we buy, wear, and eat logos, we become the henchmen and admen of the
corporations, defining ourselves with respect to the social standing of the various
corporations. Some would say that this is the new form of tribalism, that in sport
corporate logos we ritualize and humanize them, we redefine the cultural capital of the
corporations in human social terms. I would say that a state where culture is
indistinguishable from logo and where the practice of culture risks infringement of
private property is a state that values the corporate over the human."
Susan Willis, 1993: 132-133 per Cole, 1995: 365
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