Jumpman

If there's one logo that symbolises the renewed optimism of the 1980s era, it's Nike's 'Jumpman' logo for its Air Jordan line, depicting basketball superstar Michael Jordan in full flow. Sadly, the positive energy the design embues stands it contrast to the controversy over its creation. The silhouette is widely believed to have been inspired by photoshoot for Life magazine by then-student Jacobus Rentmeester shortly before the 1984 Olympic Games. Nike licensed the shot, but due to copyright issues, then decided to recreate it with another photographer. This second image was then used to draw the final emblem in 1988 by Tinker Hatfield, based on a sketch idea by Air Jordan creator Peter Moore. When Rentmeester complained, he says Nike paid him US$15,000 for a two-year, North America-only licence for posters and billboards. He then alleges it broke the terms of this agreement, and so he sued the company in 2015. However, the court found in Nike's favour, maintaining that the footwear giant didn't copy the photo but merely used it as inspiration. Legal arguments aside, the logo remains an iconic design that evokes a much-loved era of sporting greatness, and it remains one of the best sports logostoday. Scott Hancock, CEO at California-based branding agency BLVR, is among its fans today. "I admire the logo for its vivid capture of Jordan’s signature dunk," he says. "It’s a perfect symbol of the brand’s belief in defying limits and the power of audacious dreams. It merges unwavering determination with defiant style, embodying the pursuit of excellence that inspires me personally."