The Jumpman logo is a silhouette of studio photograph of Jordan performing a ballet move, not an actual dunk as many believe. Beginning in 1985, the Jumpman logo always accompanied "Jordan," even when the only word Nike displayed on a product was "Jordan."
The Air Jordan III, released in 1988, was the first Air Jordan shoe to feature the Jumpman logo, replacing the "Wings" logo, which had been a feature of the Air Jordans I and II. This model was one of the most popular ever. The Jumpman logo would retain a fairly consistent look throughout the Air Jordan line's history, except on the Air Jordan VIII, on which it was reminiscent of a peace sign. .
In 1993-94, Nike ran a series of Air Jordan commercials pairing Michael Jordan with Warner Brothers own Bugs Bunny. As a tie-in, Nike created a line of merchandise which featured a spoof of the Jumpman using Bugs' silhouette, combined with a "Hare Jordan" caption.