Women in Design History: 5 Icons Behind Iconic Logos
Today, on International Women’s Day, we’re shining a light on the incredible women who left a mark on the design world. From iconic logos to digital interfaces, these trailblazers have shaped how we interact with brands and technology every day. Let’s dive into their impact on history and celebrate their contributions the lasting impact of their work.
Carolyn Davidson – Nike
Few symbols are as universally recognized as Nike’s Swoosh. What many don’t realize is that this legendary mark was designed by a student. Carolyn Davidson was studying at Portland State University in 1971 when she was approached to create a logo for Blue Ribbon Sports, now known as Nike.
Inspired by movement and the wing of the Greek goddess Nike, she sketched out several options before landing on the now-famous Swoosh. She was paid just $35 at the time—an amount that Nike later rectified by granting her shares in the company. Now retired, Davidson remains a testament to how a simple, well-executed idea can shape a brand’s identity for generations.
Marina Willer – Tate Modern
When the Tate Modern was preparing to open in 2000, it needed a brand identity that reflected its evolving nature. Marina Willer, then head creative director at Wolff Olins, approached the challenge with a dynamic vision. Instead of a static logo, she created a family of shifting marks—subtly unique yet connected, mirroring the fluid nature of contemporary art. By photographing and animating hand-drawn variations, Willer crafted an identity that felt alive, ensuring Tate’s branding remained as innovative as the works it showcases.
“I took lots of photographs and we animated them, then did screengrabs of the animation, which became the final mark.”
- Marina Willer
Susan Kare – Apple
If you’ve ever used a Mac, you’ve encountered Susan Kare’s work. A pioneer in pixel art and user interface design, Kare played a crucial role in shaping the visual language to the first Apple Macintosh between 1983 and 1986. Kare designed the Chicago typeface, which became a signature element of the classic Mac OS and was later used in the first four generations of Apple iPods. From the Command key’s distinctive clover symbol to the Lasso and Paint Bucket tools, her work brought warmth and personality to early computing.
Inspired by mosaics and needlepoint, she designed icons that made technology feel intuitive and approachable. Today, her influence extends beyond Apple, with work spanning Facebook, Intel, and IBM. In 2015, Kare joined Pinterest and currently serves as its creative director. Her philosophy?
“Good design’s not about what medium you’re working in, it’s about thinking hard about what you want to do and what you have to work with before you start.”
- Susan Kare
Coco Chanel – Chanel
Fashion and branding go hand in hand, and no one understood this better than Coco Chanel. The mirrored C logo she designed in 1925 has remained untouched for nearly a century—a testament to its timelessness. Inspired by the orphanage windows of her childhood, the Chanel logo embodies elegance, simplicity, and brand consistency. Whether on handbags or perfume bottles, its monochromatic aesthetic reinforces Chanel’s minimalistic philosophy, making it one of the most enduring symbols in fashion.
Paula Scher – Pentagram
From bold album covers at Atlantic Records to reimagining corporate identities, Paula Scher has consistently pushed design forward. As the first woman to become a principal at the renowned design studio Pentagram, she has shaped some of the most recognizable branding in the world—including The Metropolitan Opera, MoMA, and Microsoft’s Windows 8 logo.
Her approach combines typography, Art Deco, and Russian Constructivism to create work that’s as visually striking as it is functional. Scher’s influence spans industries, proving that great design has the power to redefine how we perceive the world around us.
Women Shaping the Future of Design
For decades, women have been at the forefront of creative innovation. These women have played a pivotal role in shaping how we see and interact with the world. Their work proves that great design isn’t just about aesthetics—it’s about storytelling, functionality, and designing for longevity.
Design has come a long way in becoming a more inclusive space, but there’s always room for more voices, more perspectives, and more recognition. Today, we celebrate not just these icons, but all the women making an impact in the creative industries.
