Regardless of the time and coin invested in brainstorming the right slogan for your company, your brand identity is the best tool for attracting new customers. A well-designed logo is much more than shapes and colors since it can overcome cultural and language barriers and engage people from every corner of the world. It communicates the value and lets people know what they get once they decide to put their trust in your company’s hands. It comes as no surprise that companies invest millions in marketing and company logo changes aiming to make that extra step towards consumers and widen their reach. This is why in today’s article, our web design agency Chicago presents the top 10 most expensive logo rebrands and designs ever.
Symantec paid $1,280,000,000 on their current logo and branding. As jaw-dropping as this amount may seem, it should come as no shock once you find out that one of the purchases is also the acquisition of VeriSign. Besides gaining access to the company’s resources and ideas, they also bought rights to the VeriSign logo and incorporated it into their own.
The VeriSign logo represents a tick for the authentication of SSL certificates for websites. The mark is associated with trustworthiness, a crucial feature of any online shop or eCommerce website.
British Petroleum ($210,000,000)
In the year 2000, British Petroleum paid for the second most expensive logo of all time. Their flower-like logo featuring shades of green and yellow was paid a staggering $210,000,000. It was supposed to represent BP’s dedication to being more green, but the devastating oil spill in the Gulf of Mexico irreversibly damaged their reputation.
Though they have spent millions on damage control, they weren’t able to avoid being the laughing stock of an entire online community with countless fake BP logos that morph into oil spills. Well, perhaps they should’ve also invested some money in the logo rebrands. Perhaps, if some of you were in their shoes, you would redesign your website and change the company’s image altogether. However, the original logo still stands, and so does the shame associated with it.
Accenture had to undergo logo rebrands as well as change their name after leaving the Anderson Consulting Group. They evaluated and rejected 50 different designs before choosing their current logo with a price tag of $100,000,000.
The logo features the word Accenture (a portmanteau of the phrase accent of the future) written in lower case and an accent mark above it. The company caught some criticism regarding the oversimplified logo as some people felt that it didn’t convey enough meaning. However, over time Accenture cemented its place as a reputable outsourcing company, and its logo is widely recognizable.
Posten Norge ($55,000,000)
The Posten Norge introduced its new logo and rebranded all of the post offices in 2008. The logo that features the words Posten Norge was paid an astronomical $55,000,000.
Though not quite Norwegian and pretty straightforward design, this state-owned company sported results that show this multi-million investment was, in fact, a sound one.
Australia & New Zealand Banking Group (ANZ) ($15,000,000)
This joint venture company paid a sum of $15,000,000 for logo design. The logo contains letters ANZ with the design element that creates an impression of movement.
However, not all of the aforementioned sum was invested in the design itself. AZN is the largest bank in New Zealand and the third-largest in Australia, and much of those 15 million dollars were in fact spent on an extensive marketing campaign that started in the year 2010 and lasted for 3 years.
BBC holds the record for the time they haven’t introduced any changes to their logo. They used their original logo between 1971 and 1988. After 1988, they featured a few tweaks here and there, but come the year 1997, they finally decided it was time for logo redesigns.
Though there are several variations of their current logo, the most recognizable one combines white block letters against a dark background. The sum of $1,800,000 that the BBC paid for this logo redesign pales when compared to other brands on our list, especially given that this TV station is a global corporation with a widely recognizable brand logo.
If we were to put Pepsi’s old logo and the new one side by side, we’d notice that they don’t differ all that much. Their new logo is tilted at an angle and features a different color distribution, with red being more prominent.
Pepsi paid $1,000,000 for logo rebrands in an attempt to address a younger audience and challenge Coca-Cola. Their logo is now more in tune with the current design trends.
Pepsi will undoubtedly continue its efforts to increase its global presence and appropriate the title of the most popular Cola brand. We at Alpha Efficiency think that there is still room for both.
London 2012 Olympics ($625,000)
Olympics are an event that draws a lot of attention worldwide, and it requires a lot of money invested in organizing an event of this scale. There is probably no better example to this statement than the sum that the Olympic committee in London had to pay for the logo in 2012. It cost a whopping $625,000, which makes it the most expensive logo of all time.
However, London’s Olympic committee was not immune to critics despite this large amount of money paid. Some people thought that it looked like a kid’s drawing, while others felt that the design should feature at least one of many of London’s historical landmarks.
City of Melbourne ($625,000)
There’s a city that dedicated the same amount of budget for their logo three years before London. The new City of Melbourne logo, the masterpiece designed by Lander Associated, was presented in the year 2009.
It resembles a stylish letter M and features sharp lines with different shades of blue and green color. This design choice was meant to represent the city’s corporate power, and it was met with very positive reviews.
Belfast is yet another city that spent a notable amount of money on a new logo. It looks like a stylized letter B while at the same time resembling a heart. The city’s name is written on the inside, and the logo is available in multiple colors, including lime, blue, fuchsia, maroon, and aqua.
The design costs were around $280,000 with the primary goal to attract more tourists and investors as well as highlight the dynamic nature and separate the present times as much as possible from the city’s turbulent history.
Despite what the title of our article says, you should never look at your company logo as an expense. A logo is an investment that brings many benefits to your business. Of course, if done professionally and backed up with solid research on market trends and demands. On the other hand, it doesn’t have to cost millions. Just look at such worldwide recognizable logos of giants like Coca-Cola and Nike that don’t surpass the sum of $35,000. After all, it all boils down to the creativity and ingenuity of the designer to touch people in a way that matters and help them identify with your brand.