In 1971, a college student named Carolyn Davidson walked away with a $35 check for designing what would become one of the most recognizable symbols in the world: the Nike Swoosh. That's not even enough to buy a pair of Nike Air Force 1s today.

Davidson was a graphic design student at Portland State University when she met Phil Knight, who was teaching accounting courses there. Knight and his business partner Bill Bowerman needed a logo for their new line of athletic shoes—something distinctive that could compete with the stripes of Adidas and Puma.

"I Don't Love It"

Davidson spent 17.5 hours sketching various designs. When she presented her options to Knight, his response was less than enthusiastic: "Well, I don't love it, but maybe it will grow on me." Not exactly the ringing endorsement you'd hope for when creating a logo.

The Swoosh—inspired by the wing of Nike, the Greek goddess of victory—was meant to convey motion and speed. Knight wasn't sold, but he was on a deadline. He picked the Swoosh and paid Davidson $35 for her work, which comes out to about $2 per hour. Adjusted for inflation, that's roughly $220 in today's money.

From Swoosh to Riches

Davidson continued to work for Nike (then called Blue Ribbon Sports) as the company grew, designing marketing materials and helping build the brand. But the story doesn't end with that measly $35 payment.

In 1983, Nike threw Davidson a surprise party. They served chocolate swooshes and presented her with a gold Swoosh ring. Oh, and one more thing: an envelope containing 500 shares of Nike stock.

That stock has split multiple times over the decades. By 2023, those 500 shares had grown to approximately 32,000 shares worth around $3 million. Not a bad retirement bonus for a few hours of work in college.

The Power of Simplicity

Today, the Swoosh is so iconic that Nike often doesn't even need to include its name in advertisements—just the logo. It's been called one of the best logo designs of all time, a masterclass in simplicity and effectiveness.

As for Phil Knight's lukewarm "maybe it will grow on me" reaction? He was right. The Swoosh has grown on billions of people worldwide, becoming synonymous with athletic excellence and a cultural symbol that transcends sports.

Carolyn Davidson proved that sometimes the simplest ideas are the most powerful. And while $35 might seem like highway robbery for creating a billion-dollar brand identity, Nike eventually swooshed in to make things right.

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