The original font was designed by Nike. The team of New Zealand and Serbia also uses the same font for its jersey. June 13, 2010: Added from Condensed Alphabets by Dan X. Motto was designed by Marcus Sterz and published by FaceType. Motto contains 3 styles and family package options. Motto is a beautiful Art Deco font in the tradition of the Italian Futurismo of the early 20th Century. Please Note: Combining Bicolor A and B you will create astounding multicolored pieces of typography. Above: Nike’s first dedicated women’s campaign appeared in 1991 and linked women playing sports with a new kind of female empowerment. Considering how intrinsic to the brand it now seems, the slogan had inauspicious beginnings. It was created in 1987 by Wieden + Kennedy to accompany Nike’s first major television campaign, which.
Just Do It or JDI for short (stylized as JUST DO IT. and set in Futura Bold Condensed)[1] is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his 'Just Do It' Nike slogan to Gary Gilmore’s last words: 'Let's do it.'[2] The 'Just Do It' campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.[3] In many Nike-related situations, 'Just Do It' appears alongside the Nike logo, known as the Swoosh.
Campaign[edit]
Futura font – Nike Nike mostly uses its distinctive ‘swoosh’ for branding, but when it utilizes its wordmark, Futura displays it in style. It’s a broad, bold font that commands attention in its prominent all caps form. Nike is the world’s largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment. Founded in 1964, the company has grown to become the most valuable brand among sports businesses, valued at $29.6 billion as of 2017.
The 'Just Do It' campaign launched in 1988 was highly successful, with the company defining the meaning of 'Just Do It' as being both 'universal and intensely personal.'[4] While Reebok was directing their campaign at aerobics during the fitness craze of the 1980s, Nike responded with 'a tough, take no prisoners ad campaign.' One of the campaign's objectives was to target all Americans—regardless of age, gender or physical fitness level—and Nike's fundamental objective was to represent sneakers as a fashion statement to consumers, which led to Nike apparel becoming worn as more than just fitness gear. The 'Just Do It' campaign went out to a range of media outlets including merchandise, outdoor billboards, print media, and graffiti art.
Throughout the campaign, Nike enlisted a range of people from varying ethnicities and races, as well as numerous notable athletes, in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. Athletes such as football stars Bo Jackson, Ronaldinho, and Wayne Rooney; basketball stars Michael Jordan and Kobe Bryant; and tennis stars Roger Federer and Rafael Nadal were used in their advertisements.[5][unreliable source?]
The campaign embodied Nike's image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving greatness.[6][unreliable source?]
2015 Shia LaBeouf internet meme[edit]
In May 2015, the performance art group LaBeouf, Rönkkö & Turner released #INTRODUCTIONS, a half-hour video made in collaboration with Central Saint Martins Fine Art students, comprising a series of short monologues performed by actor Shia LaBeouf in front of a green screen. Each student had been instructed to provide the artists with a script to introduce their work, and the resulting footage was released under a Creative Commons license, enabling the public to freely adapt and remix it.[7] One segment, written by Joshua Parker, in the form of an exaggerated motivational speech[8] dubbed 'Just Do It' after the eponymous Nike slogan, became an Internet meme after going viral within days of being released, spawning numerous remixes and parodies, and becoming the most searched-for GIF of 2015, according to Google.[9]
30th anniversary and Colin Kaepernick controversy[edit]
The 'Just Do It' campaign celebrated its 30th anniversary on September 5, 2018 with the release of their video titled, 'Dream Crazy'. This short video followed the trend of Nike partnering up with famous or trending athletes and featured numerous household named sports figures such as LeBron James, Serena Williams, and Colin Kaepernick.
The involvement of Kaepernick with the advertisement, especially after the context of the controversial act of kneeling during the National Anthem in 2016, gave rise to a social movement against Nike.[10] Many individuals took to Twitter and other social media sites to revolt, adopting hashtags such as, #JustDont or #BoycottNike.[11] Many former fans of Nike protested by explicitly demanding that others boycott or even go as far to burn Nike shoes or destroy various other merchandise. Nevertheless, many analysts suggested that the campaign was successful, as the target group of the advertisement endorsed it.[12]
References[edit]
- ^'Nike Classic Branding, with slogan 'Just Do It.''. SeekLogo. Archived from the original on June 19, 2012. Retrieved July 13, 2012.
- ^Peters, Jeremy W. (August 19, 2009). 'The Birth of 'Just Do It' and Other Magic Words'. New York Times. Archived from the original on June 27, 2013.
- ^'Mini-case Study: Nike's 'Just Do It' Advertising Campaign'. UDOC. Archived from the original on November 11, 2013. Retrieved November 11, 2013.
- ^Friedrich von Borries (2004). Who's Afraid of Niketown?: Nike Urbanism, Branding and the City of Tomorrow. Episode Publishers. ISBN9789059730144. Retrieved June 16, 2018.
- ^'Nike-Just Do It'. Wendy Chung. Archived from the original on August 30, 2013. Retrieved June 25, 2013.
- ^'Strategic Analysis of Nike'. Condor. Archived from the original on December 12, 2010. Retrieved June 24, 2013.
- ^Pogue, David (June 2, 2015). 'The Real Story Behind Shia LaBeouf's Hilarious 'Motivational' Rant'. Yahoo. Archived from the original on February 10, 2017. Retrieved December 27, 2016.
- ^Edwards, P. (June 3, 2015). 'Shia LaBeouf's extremely loud motivational speech, explained'. Vox. Archived from the original on December 28, 2016. Retrieved December 27, 2016.
- ^Bruk, Diana (December 18, 2015). 'Here Are the 10 Gifs that Defined 2015'. Popular Mechanics. Archived from the original on December 28, 2016. Retrieved December 27, 2016.
- ^Blistein, Jon (September 4, 2018). 'Colin Kaepernick Leads Nike's 'Just Do It' 30th Anniversary Campaign'. Rolling Stone. Archived from the original on September 30, 2018. Retrieved September 30, 2018.
- ^Ferreras, Jesse (September 4, 2018). 'Nike shoes burn on social media as Colin Kaepernick features in 'Just Do It' campaign'. Global News. Archived from the original on September 30, 2018.
- ^Goldman, David (September 14, 2018). 'Nike's Colin Kaepernick gamble is already paying off'. CNN Money. Archived from the original on October 9, 2018.
Nike trademarks are trademarks owned by this leading shoe manufacturer. Companies like Nike use trademarks to protect their brand. 7 min read
1. What Is a Trademark?2. Two Types of Trademarks
3. Five Levels of Trademarks Exist
4. Trademark vs. Copyright: What's the Difference?
5. What Is a Copyright?
6. Ideas Can't Be Protected
7. Nike and Its Trademarks
8. NIKE vs. Nike
9. Affiliate Brands
10. The “Jumpman” Logo
11. Sneakers With Knit Uppers
12. Trade Secrets
13. Does Nike Permit Use of Its Trademarks, Logos, Images, or Advertising?
Updated June 30, 2020:
What Is a Trademark?
Nike trademarks are trademarks owned by the leading shoe manufacturer. Companies like Nike use trademarks to protect their brand. With a trademark in place, a company can prevent unauthorized use of their intellectual property. Items that can be trademarked include catchphrases, names, figures, lyrics, and symbols.
A standard trademark registration will last for 10 years, and when it is set to expire, you will need to re-register your trademark to secure another 10 years of protection. If you don't regularly use your trademark, you may lose your rights to your mark.
Two Types of Trademarks
There are two different trademarks that are available. The TM symbol is used for common law trademarks, which are trademarks that are in use but have not yet been registered.
The ® symbol is for trademarks that have been registered with the United States Patent and Trademark Office (USPTO). A registered trademark provides much more extensive protections than common law trademarks.
Nike Motto Font
Five Levels of Trademarks Exist
If you're interested in registering a trademark, there are five different trademark levels that you could choose:
- Fanciful: A fanciful trademark consists of a word that has no meaning outside of the mark. An example of this would be Kodak.
- Arbitrary: These trademarks are words that exist in reality, but are not used to describe the actual products of the company. An example of this is Apple, a company that makes computers and other tech products.
- Suggestive: A suggestive mark is a trademark that implies a connection between a company and a product.
- Descriptive: A descriptive trademark describes the exact good that the company provides.
- Generic: These marks are comprised of generic words or phrases such as “computer store.”
Trademark vs. Copyright: What's the Difference?
Copyrights and trademarks are legal protections for different types of intellectual property. You may be entitled to compensation if someone uses your copyright or trademark without obtaining your permission. If you've read a book, visited a website, or purchased a product, it's likely you've seen either the TM or © symbol.
Nike Slogan Font
What Is a Copyright?
Copyrights are slightly easier to understand than trademarks. You can copyright any type of original content or intellectual property that you have created.
Types of intellectual property that can be protected by copyrights include:
- Architectural plans
- Paintings
- Screenplays
- Songs
- Stories
When you copyright a piece of intellectual property, the work of art, not its subject matter, will be protected. For example, if two novels cover the same subject, their copyrights will not be violated if the writing style, length, and approach of the novels are different. While copyrights don't need to be registered, they won't last in perpetuity.
A copyright will last for the entire life of the artwork's creator, plus 70 years after their death. Once your work of art is published, it will be protected by copyright law. Once the 70-year post-death period has ended, the work of art becomes part of the public domain and can be used by anyone.
Ideas Can't Be Protected
Because ideas are so ubiquitous, they cannot be protected by any form of intellectual property law. However, you can use a trademark to protect the name of your idea as long as you put the idea to use. You can also protect a story, but not the subject matter that it covers.
The only way to protect an idea is by applying for a patent. However, there must be a plan in place to use your idea before a patent will be granted.
Nike and Its Trademarks
Nike holds several trademarks, including their famous swoosh symbol and the phrase “just do it.” Essentially, Nike has a trademark on its name, slogan, and symbol. If the company had failed to trademark any of these items, they could be used in another company's marketing.
NIKE vs. Nike
When referring to the actual Nike company, you would write NIKE, Inc. Use Nike, without the capitalization, when making reference to the brand.
Affiliate Brands
The correct way to reference one of Nike's affiliate brands is Hurley International LLC and Converse Inc.
The “Jumpman” Logo
One of Nike's most famous trademarks is the “Jumpman” logo, a silhouette of former NBA player Michael Jordan. This logo can be found on every Jordan brand sneaker and originated with a Life magazine photograph.
In the summer of 1984, a photographer by the name of Jacobus Rentmeester took a photograph of Jordan in midair as he was about to dunk a basketball. Later on, Rentmeester filed an infringement lawsuit in a district court in Portland, Oregon. According to him, after the photo was published in Life, Nike paid him for the right to temporarily use transparencies of the image for slide presentation only, without any other form of duplication.
Then, Nike came up with its own Jordan image, which was almost identical to Rentmeester's, and began using it in its marketing campaigns. The photographer confronted Nike about its image, saying that it was essentially a reproduction of his original. In response, the sportswear giant paid him $15,000 in order to continue using the image it created. An invoice for the $15,000 was submitted during the legal proceedings. It was specified in the invoice that Nike was only allowed to use its image for two years in North America, with all other rights belonging to Rentmeester.
In 1987, Nike introduced its Jumpman logo, which is a silhouette of the Jordan image it created, and the photographer again said that it was a duplicate of his image. More than 30 years and billions of dollars in sales later, the sportswear company is still using the Jumpman logo, while Rentmeester is asking for a share of the revenue generated through the use of the image. Even a small percentage of the revenue from products bearing the image will be significant. According to SportsOneSource, Jordan sneakers generated over $2.6 billion in sales in the U.S. in 2014.
The sneakers that bear Michael Jordan's name and image have helped Nike become one of the leading sportswear brands in the world today. Even a short-term injunction that prevents the use of the Jumpman logo will be a major headache for the company. Over the years, the Jumpman logo has become synonymous with Jordan products.
On March 16, Nike filed a motion requesting the court to dismiss the infringement lawsuit, claiming that Rentmeester's allegations were meritless and did not meet the standard for trademark infringement. The company also said that the photographer did not have a monopoly on Michael Jordan, his athletic prowess and appearance, or images of him performing a dunk.
Sneakers With Knit Uppers
Nike and Adidas both launched their first knitted running shoes in 2012. Each of them had spent years developing its own version of the shoes. However, since Nike patented its technology first, it was able to start selling its Flyknit sneakers in February, while Adidas had to wait until July to release its Primeknits. Soon, Nike began accusing Adidas of infringing the patent for its high-tech, one-piece, woven uppers, which it considered industry-changing products and a symbol of its innovative prowess.
After legal battles in Germany concluded in favor of Adidas, the case moved to the U.S. Adidas submitted a petition to the USPTO to dispute the legitimacy of Nike's “footwear with a textile upper” patent. As it did in Europe, it argued that Nike was patenting technology that was already in existence and therefore not patent-worthy. The court eventually agreed with the German sportswear giant. Nonetheless, Nike fought back by filing an appeal in December, claiming that its patent was indeed valid.
Nike Motto Font Free Download
A Nike victory will be a big blow to Adidas, which was experiencing shrinking visibility in the U.S. However, Nike's true victory lies in its ability to strengthen its reputation as the leading innovator in the sneaker industry. When it comes to sales, Adidas' Primeknits do not pose a significant threat in the U.S.
Trade Secrets
The dispute between Nike and Adidas became uglier in September 2014 when the German company hired three senior designers away from its rival and began setting up a design office for them in Brooklyn, New York.
In December, Nike sued the three designers for $10 million, accusing them of breaching their noncompete agreements with the company and taking unreleased product designs, marketing plans, and other proprietary secrets to their new employer. According to Nike, its confidential information was in the hands of the individuals, who induced its rival to hire them with the promise to deliver a wealth of information that will provide a competitive advantage.
The designers attempted to cover up their misdeeds by deleting emails and other data from their Nike-owned computers and phones. Nevertheless, Nike managed to uncover enough information to embarrass its former employees and Adidas. Messages showed that the designers did not actually want to work for Adidas. They had wanted to start their own company. However, since they did not have enough money to do so, jumping ship to Adidas was the next best option.
The lawsuit sought an injunction that required the designers to turn over all the confidential information they held, avoid having any public association with Adidas, and stop designing any footwear. One day after the lawsuit was filed, Nike was granted a temporary restraining order against its former employees.
The designers countersued Nike, claiming that all the company's allegations were false and accusing it of violating their privacy. They also said that Nike's corporate culture was stifling their creativity and many of the designers in the company were not pleased with the culture of intimidation and distrust that existed between the executives and creatives.
As a result of the ugly battle with the three designers, Nike is showing chinks in its armor. While it may not have a significant impact on the company's current market share, it may prove detrimental in the future.
Does Nike Permit Use of Its Trademarks, Logos, Images, or Advertising?
What Is Nike Motto
Nike does not permit other parties to use or modify its trademarks, images, logos, advertising, or other such materials. It is your responsibility to find out if your use is legally permissible. For instance, using Nike logos in textbooks may be regarded as fair use in some situations. Nike does not respond to requests for permission or interviews.
If you need help learning more about Nike trademarks, you can post your legal needs on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.