
The iconic Nike Swoosh recently turned 40 years old. For details on the process of its creation, take a look at this profile (and video interview circa 1983) of the designer who came up with it, Carolyn Davidson:
[Ms. Davidson said] it was a challenge to come up with a logo that conveyed motion, that looked good on a shoe, and that Mr Knight and the rest of the team would like.
In particular, she said Mr Knight was very impressed with the stripes of rival company Adidas, so it was hard to come up with something original.
She worked by sketching potential logos out by hand on tissue paper, and laying them over a drawing of a shoe.
When she first showed her final designs to Mr Knight and two other Nike executives in 1971, they weren’t immediately blown away by the swoosh. ‘What else you got?’ they asked.
Over the next few minutes, they decided that was the best one, and they decided to move ahead with it immediately, without even giving Ms Davidson time to ‘clean up the design’.
Steven Heller has some images of the design process on his blog.
SVA now offers a Masters program in Branding

Some books to explore in the Visual Arts Library:

Logo design workbook : a hands-on guide to creating logos / Sean Adams & Noreen Morioka – NC1002.L63 A3 2006

Logo design love : a guide to creating iconic brand identities / from David Airey – NC1002.L63 A37 2010

Logo design / ed., Julius Wiedemann – NC1002.L63 L62 2006

Emotional branding : the new paradigm for connecting brands to people / by Marc Gobé. – HD69.B7 G62 2001

Decoding design : understanding and using symbols in visual communication : discover the hidden meanings inside common corporate logos and designs / Maggie Macnab. – NC1002.L63 M33 2008