Morning Brew - ☕ Logo diaries

A deep dive into the making of Nike’s iconic logo
Morning Brew September 09, 2022

Retail Brew


It’s Friday. Some of the late Queen Elizabeth’s beloved retailers, including Daks and Barbour, expressed their condolences to the royal family on social media yesterday.

Dame Margaret Barbour noted on the brand’s Instagram: “I would like to send my sincere condolences to the members of The Royal Family on the sad news of the passing of Her Majesty Queen Elizabeth II. I have been very proud and honored to hold Her Majesty’s Royal Warrant since 1982.”

In today’s edition:

—Andrew Adam Newman, Drew Adamek


Logo big or go home

An early sketch of the Nike logo that includes notes and the signature of the person who designed it, Carolyn Davidson. Nike

These logos are imprinted in our minds. This is a new feature about where they came from and why they work.

Brand: Nike

Original logo designer: Carolyn Davidson

Year: 1971

Opening Knight: In 1971, Phil Knight co-owned (with University of Oregon track coach Bill Bowerman) an athletic-shoe company called Blue Ribbon Sports, a US distributor of the Japanese Onitsuka Tiger brand of running shoes. But Knight and Bowerman were about to introduce their own brand of shoes, which would debut the following year. The company would be renamed Nike, after the winged Greek goddess of victory.

Knight taught accounting part-time at Portland State University and hired an undergraduate design student there, Carolyn Davidson, to draft logo design options for the shoe. Knight’s only direction was that it “have something to do with movement,” Davidson told ABC News in 2016.

Among her sketches was a wing-like shape that we know today as the swoosh. After Knight presented her designs to others at his then-small company, he told her the verdict.

“I remember him coming out and saying they had picked the swoosh, that he didn’t love it, but maybe it would grow on him,” Davidson recalled to ABC News.

Davidson’s bill for creating the Nike swoosh: $35.

Keep reading here.—AAN



Baby’s first business offer


Sarah founded Barn Chic, an eco-friendly baby apparel boutique, in 2013. But when supply-chain disruptions and shipping delays made for a fussy 2021, Sarah, a mom of 2, decided it was time to reclaim work-life balance.

The ideal next step was born with help from OpenStore, where Shopify store owners can sell their e-comm businesses and get cash offers within 24 hours. Yep, that quickly.

OpenStore streamlines the process, letting owners enjoy a stress-free selling experience and focus on what’s in store—heh—for them.

As for Sarah, she sold Barn Chic to OpenStore for a cash payment in just one week, freeing her up to spend all that newfound time with her kiddos instead.

Don’t sell your biz short. Get an offer with OpenStore here.



Manufacturing content

Manufacturing content Motortion/Getty Images

Inflexible supply chains and “opaque” supplier relationships are among the myriad of challenges organizations face today, and as CFO Brew’s Drew Adamek reports, challenge brings change:

There is also a move to “reshore” supply chains by bringing critical supply manufacturing back to North America. General Motors announced earlier this year that it was reshoring its electric vehicle and battery production to Michigan, investing $7 billion in a new plant. Micron Technology is investing $40 billion to build new chip-manufacturing plants in the US. [...]
Companies are also moving away from “just in time” inventory management and increasing inventories, according to a recent McKinsey report. Although that strategy can be risky; retailers Target and Walmart have both seen their earnings fall this year because of excess inventory.

Keep reading here.DA




Know your (store’s) worth. Take the pulse on your Shopify-based store’s performance. OpenStore uses metrics like average order value and customer lifetime value to calculate an accurate, analyst-backed price—all within 24 hours. There’s no commitment to sell, so go ahead and see what you can get.



Today’s top retail reads.

Ripple effect: After pandemic-driven lockdowns, a severe drought across China is causing factories to close, which could trigger additional supply-chain issues across the globe. (the New York Times)

Watch and learn: How Dior became one of fashion’s fastest-growing and most-successful brands. (Business of Fashion)

A different solution: As inflation keeps up, the Fed may continue turning to tried-and-tested methods, like hiking interest rates, to bring it down. But is it the right way to go? (Vox)


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  • Tapestry taps Kim Kardashian as global ambassador for Stuart Weitzman.
  • Burberry and Raf Simons canceled their London Fashion Week shows as the UK mourns the queen’s death.
  • Asos reported weaker August sales and expects low full-year profits.
  • Smith & Wesson shares dropped in value as the gun manufacturer reported decelerating demand; on a recent earnings call, CEO Mark Smith reportedly called it the “first normal summer slowdown in three years.”


Three of the stories below are real...and one is most definitely not. Can you spot the fake?

  1. You can now add water to some of Kellogg’s instant cereal bowls.
  2. Ugg collaborated with a design studio to create a new sofa.
  3. Chanel Beauty has joined forces with McDonald’s for a limited-edition designer burger.
  4. One toilet paper company sued another, alleging they make identical rolls that are very long.


There’s no couture burger, but you can still grab a good ol’ Happy Meal.


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Written by Andrew Adam Newman and Drew Adamek

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