The importance of a logo design has been recognised a long time ago and some companies are willing to spend a vast amount of money for a memorable logo design. I worked with some of these companies, whilst working for an advertising agency in Oslo several years ago.
As much as I liked my salary back then, I found the fees absurd! I do not think any branding job is worth what the likes of BP, PepsiCo and BBC have paid. Do you?
BP - British Petroleum
Replaced a logo they had used for over 70 years in 2000. Cost: €185,000,000.
BBC - The British Broadcasting Corporation
Redesigned in 1997. Cost €1,500,000.
Posten Norge (postal services Norway)
Rebranded in 2008. Cost: €4,800,000.
Redesigned in 2008. Cost €875,000.
Renamed (from Andersen Consulting) in 2000. Cost: €88,000,000.
However, from one extreme to another, here’s a few companies that have spent nothing or very close to nothing for their logo designs. The likes of Google and Microsoft have created their own solid brands. If you’re as talented as these guys are, well, congratulations and well done. You most certainly do NOT need my help...
The founders bought the blue bird illustration from iStockphoto in 2010. Cost: €13.
The co-founder Sergei Brin used a free graphics editing program to design this logo in 1998. Cost: €0.
The founder’s accountant, Frank M. Robinson, created this logo in 1886. Cost: €0.
Graphic design student Carolyn Davidson designed the Swoosh in 1971. Cost: €30.
An in-house team did this re-design in 2012. Cost: €0.
As you can see, the cost for a logo design can vary. A lot. How much do YOU think a logo design is worth?
PS: The figures in this article are found on the internet. The bigger budgets have also included the re-branding work, not just the design of a logo icon.
Still, the difference in cost is rather unbelievable, don’t you think?
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