How do you determine when a logo has passed the point of “extremely recognizable” and entered into “iconic” territory? Take away the company name and see whether people still know who’s behind it. Case in point: Nike. The athletic giant has been sporting its well-known Swoosh for the past 20 years. If ever the case was to be made that great logo designs don’t have to be expensive, it’s that very same Swoosh. In 1971, Nike co-founder Phil Knight paid Portland State University graphic design student Carolyn Davidson a sum total of $35 to come up with the company’s branding. Knight’s response at the time? “I don’t love it, but maybe it will grow on me.”