According to Gestalts theory, the design element “continuity” can be used to indicate movement and directions. In the Nike logo, we see a checkmark with the word “Nike” sitting above it. I believe the designer used the element or continuity to have the viewers eye focus on the beginning of the checkmark and travel up past the word, to show that the line may go on past what we can see. I find it suits the company well as it is a sports and athletics brand.