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THE PRICE TAG for some of the most iconic logos of all time vary drastically.
While some of the most iconic brands in the world cost hundreds of millions of euros to create, others got away with a check for just $15 (around €12). Some spent nothing.
A good logo is crucial for a company’s branding strategy.
While Pepsi recently redesigned its bottle, it decided to keep its logo, which it redesigned in 2008 for $1 million. (Signing Beyonce as a multi-year brand ambassador cost the company $50 million – almost €40 million.)
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Stock Logos—a site that offers, well, stock logos—has compiled a list that reveals how much Coca-Cola, Nike, BP, and other companies spent creating their logos.
But you’ll be surprised which companies spent millions and which spent the cost of a cinema ticket on their iconic images.
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The cases mix up the cost of designing the logo and mark with the cost of implementing it. The BP rebrand was so expensive because of how much signage had to be changed all over the world.
If it is done on a gradual basis (as Irish Rail are doing for example) it costs very little. You just renew signage with the new mark as the old signage wears out.
Quite often these rebrands are supposed to be internally symbolic. They mark a major change in an organisation’s development. The costs of these changes of direction are usually confounded with the rebranding.
Imagine being payed 1.4million by the BBC and having the audacity to produce that. By no means a bad logo but sure someone at the BBC could have rustled that up themselves
I think the last couple are misleading. They are not the cost of the logo but of rebranding. That includes changing every petrol station and van/tanker logos in BPs case. British airways changed all their tail fins some years ago and I think it was 100 million. Then they changed them back as so many People complained.
The Google, Coca Cola, Twitter logos have been redesigned multiple times. The designers who did that work were paid.
Most of the large amounts were for more than just a logo design and many of the low amounts are highly questionable. If windows logos were designed internally the staff’s wages are still an expense that has to be accounted for.
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