The story behind the Nike "swoosh" logo. Who came up with the infamous Nike "swoosh" logo? It was actually designed by a female Portland State University student who received $35 from the founder of Nike to create the logo. Yes, you read that right. A lousy $35. But after Nike became successful they decided to give her some stock in the company along with a gold Nike ring. The swoosh logo is supposed to represent the wing of the Greek Goddess "Nike" who was the Goddess of Victory.