There has been a lot of debate over the years about what makes a logo successful. It is a difficult question to answer nowadays with so many different factors going into the design process.
One thing that is for sure, though, is that designers have to be creative and have an eye for detail in order to come up with a logo that will stand out from the rest. That’s why it’s not surprising to know that some logos are worth more than others.
A logo not only shows your customers what your business is, but it also sets the tone for the rest of your company culture. But how much does it cost to make a logo? We’ve gathered the most expensive logos in the world to show you.
Symantec – $1,280,000,000
Elegant. Simple. Effective. These are just some of the words that describe this logo, which is worth every penny – its simple design is perfect for the security company it belongs to, and the checkmark indicates that their operation was a success. With a yellow background that signifies continuity and stability, this logo also creates a feeling of safety, trust and security.
The technological giant Symantec, on the other hand, has a history of altering its corporate emblems every decade.
The firm has gone through four logos since its founding in 1982.
Every decade’s starting year, i.e. 1990, 2000, and 2010, is marked with a rebranding.
British Petroleum – $200,000,000
This environmentally-conscious company chose to take advantage of the brain science of shadings in advertising. Since it is obvious from the name that the organization adds to natural contamination, they chose to persuade their clients that they are doing all that could be within reach to remain as green and harmless to the ecosystem as could be expected.
As a result, a logo in the shape of a flower emerging from the sun was created.
The initial goal of a marketing message was to persuade buyers of its environmental friendliness, but this proved to be a failure and even fodder for laughs.
Many people thought it was disingenuous to talk about environmental initiatives when you earn money off of oil, and the Gulf of Mexico oil spill further added to the flames.
Landor Associates in 2000
Case study :https://landor.com/work/bp
Accenture – $100,000,000
Because they left Andersen Worldwide owing to conflicts with Arthur Andersen, Accenture was compelled to alter its name from Andersen Consulting to Accenture in 2001.
Accenture is a new corporate name derived from the phrase “Accent on the Future.”
The new logos include the brand name “Accenture” written in lowercase with an accent mark facing the right direction. The concept behind the new logo design is to emphasize that the firm is always aiming for the future, growth, and progress.
Despite these concepts, the new logo design garnered a lot of backlash for being too simple and not communicating enough meaning.
The new logo design was picked after 50 other design ideas were rejected, despite its streamlined appearance.
The word “Accenture” is supposedly derived from “Accent on the future”. The name “Accenture” was submitted by Kim Petersen, and logo was designed by Landor In 2014.
Posten Norge – $55,000,000
Posten Norge is a state-owned Norwegian postal service that is the only firm with the authority to transport and deliver mail weighing less than 50 grams throughout the whole nation of Norway, thus they spent $55 million on their new brand logo design.
The design is simple, with the logo consisting of a circle with two parts, one of which flows into the other to convey the concept of how letters are carried from the sender to the receiver. The words Posten Norge, which means Norway Post, accompany this visual element.
Despite the high cost of this branding, the results demonstrate that it was a successful investment. This new logo design was launched in 2008, and this price also covers the fact that all post offices in Norway were rebranded with their new look.
ANZ – $15,000,000
The Australian and New Zealand Banking Group, a joint venture business, was formed when two significant banks joined to establish the Australian and New Zealand Banking Group, which is the largest bank in New Zealand and the third-largest in Australia.
Knowing the size of this firm, the amount of money they spent on their new logo design, which incorporates the letters ANZ, which is an acronym of their name, comes as no surprise.
It’s worth noting the color psychology used in this logo, which uses white and blue to link the firm with stability, security, and safety, all of which are important attributes for a bank. If you’re interested in learning more about color psychology, check out this post!
However, the $15,000,000 price tag includes not just a logo design, but also a massive marketing effort that began in 2010 and finished in 2012.
BBC – $1,800,000
When it comes to media and news, the BBC is one of the most well-known companies.
BBC is usually linked with trustworthy and up-to-date information by consumers, and they intended to keep these qualities in their new brand mark.
The BBC has had several logos throughout its history, but it hasn’t made any significant changes to its logo since the late 1950s in order to maintain awareness; the most recent modification was in 1997, and this new version of the logo went away from italic lettering and simplified it.
Citi Bank – $1,500,000
Perhaps the first picture that comes to mind when we think of bank businesses and logo design is the Citibank logo, which was developed more than twenty years ago, so we can conclude that the cost of the new logo design was justified, but this logo has a fascinating backstory.
When Citicorp and Travelers Group combined in 1998 to establish Citigroup, they recruited Pentagram, a New York-based design firm founded by famous graphic designer Paula Scher, to create a new logo for Citigroup’s new consumer subsidiary, Citibank.
Paula Scher and her team met with Citibank executives, and as they were discussing the new logo and what they wanted, Paula began sketching on a napkin. After 5 minutes, she presented the napkin to the Citibank official and said, “This is your logo,” and that’s how the 1.5 million napkin came to be.
“My best work is kind of big, bold strokes that come very quickly,” Scher explains in this video interview. “And it’s problematic because a lot of clients like to ‘buy process’ and they don’t think they’re getting their money’s worth, like I sold it too fast. ‘How can it be that you talk to someone and it’s done in a second?’ But it is done in a second – and 34 years.”
In other words, by relying on her 34 years of expertise, Scher was able to skip months of ‘process’ and create the right foundation for a logo design in a matter of seconds.
Pepsi – $1,000,000
Pepsi is well-known because it is a well-established corporation in a global industry, and it is also well-known for its rivalry with Coca-Cola for dominance in the sweet carbonated beverages market.
That is the background in which to comprehend the cost of Pepsi’s new logo, brand, and identity design.
Because Pepsi was already a well-known brand, they wanted to keep their original colors but adapt their brand to the current flat design style, and the red hue is more prominent in the new Pepsi Logo, as we discussed in the introduction.
The main goal of this logo makeover was to bring the Pepsi brand up to date with contemporary design standards in order to compete with Coca-Cola and expand their worldwide influence. While they did not succeed in conquering Coca-Cola, it was a full success in terms of design.
As we’ve seen in this article, the most costly logos are the result of rebranding projects from well-known firms, and it’s critical for such companies to maintain their brand and identity images while moving in new directions without losing their spirit.
Also, one important aspect of these pricing is that they include the cost of rebranding their offices and changing their logo across the board, which is a significant investment for such businesses.
