Brand Colors
Nike Brand Colors
Nike's primary brand colors are black (#111111) and white (#FFFFFF), with the famous 'shoebox orange' (#FA5400) as a recognizable accent. The Swoosh logo appears in any color the product or campaign requires, but the corporate identity is overwhelmingly monochrome.
| Color | HEX | RGB | Role | Usage |
|---|
| Nike Black | #111111 | rgb(17, 17, 17) | Primary | Logo, wordmark, corporate identity, product |
| White | #FFFFFF | rgb(255, 255, 255) | Primary | Logo (reversed), backgrounds, product |
| Shoebox Orange | #FA5400 | rgb(250, 84, 0) | Accent | Shoebox packaging, retail signage |
Nike was founded as Blue Ribbon Sports in 1964 and rebranded to Nike in 1971 — the same year graphic design student Carolyn Davidson designed the Swoosh for a $35 commission. The Swoosh has no fixed brand color; Nike's design system treats the mark as a chameleon that adopts the color of its surroundings. The orange that most people associate with Nike comes from the iconic shoebox, introduced in the 1970s, which became so recognizable it functions as an unofficial brand color in its own right.
Nike enforces strict logo geometry but not color — the Swoosh appears in black on white shoes, white on black ads, neon on running gear. The 'Just Do It' wordmark introduced in 1988 follows the same flexible approach. Campaign-specific palettes change constantly; only the orange shoebox stays consistent across decades of packaging.
Frequently asked questions
What is the exact hex code of Nike orange?
The 'Nike orange' from the iconic shoebox is approximately #FA5400 in HEX, rgb(250, 84, 0). Nike has never published this as an official brand color — it became one through 50 years of shoebox recognition.
What color is the Nike Swoosh?
The Nike Swoosh has no fixed color. It appears in whatever color the product or campaign requires — black, white, neon, gold. Nike's brand book treats color as flexible and the logo geometry as fixed.
When did Nike introduce 'Just Do It'?
Nike introduced the 'Just Do It' tagline in 1988, created by ad agency Wieden+Kennedy. It has been Nike's primary tagline ever since and appears in the same flexible color treatment as the Swoosh.