Swoosh

In generally swoosh is the symbol of Nike brand, But in this main topic is not about the nike industry. This topic is all about symbol, because as we studied pop culture we found a lot of symbol. Also synbol always representing something. As example the Christian fish is a simple symbol of 2 curved lines that transected each other to form the abstract outline of fish and tail. But this simple symbol had transformed Rome into a Christian empire

In this modern day a symbol can change the face of society in about one-sixteenth that time. Like the nike swoosh the most known icons in this country, The story of swoosh is by far the most fascinating case study of systematic, integrated and insanely successful formula for icon driven marketing. The young Oregon design student named Caroline Davidson got 35 dollars in 1971 to create that logo for professo Phil Knight (now Nike CEO) idea the importing and selling improved japanese running shoes. Nike make innovative product line make an unbreakble mental link between swoosh logo and company name. Then they think it's not hurt to drop the word Nike and go with swoosh alone. They made their first textless advertisement for US in 1996 and expanded globally later that year.For their advertisement nike spend more than 100 milion per year. What made them think they could pull it off? first, consider that swoosh is an icon. it has a simple shape that reproduces well at any size, any color and almost any surfaces. and reading it left to right, the symbol itself actually seems to say swoosh as you look at it.

According to italian semitician Umberro Eco, if we put too much word in advertisement it called clutter or chatter. And it's easier to teach every one with few common symbol that to teach the majority of non-english speakers a new language. The result is language is replaced by icons. now there are alot of words in the world that are being replaced by set of unversal hieroglyphs. After watching nike do it several companies have decided to go textless too. Like mercedez benz, whose icon is easly confused with the peace sign. According to one of their print ads "right behind powerful icon lies a powerful idea" which is definition of global communication medium for an accelerated culture. The other company is pepsi new textless symbol that looks like yin and yang. And if we look closer it more look like korean national flag which is itself a stylized yin-yang symbols in red, white and blue.

Never underestimates the power of symbol. Textless corporate symbol operate at a level beneath the radar of rational language. They have succeeded in performing another type to communicate with the consumer. if sport a religion NIke has successfully become the official church. Like the christian fish and the swoosh is the true religious icon in that both symbolize the believer's reality and actually participate with it.