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We all know giant multinationals and famous brands invest heavily in their brand identity design. But most of the time costs incurred are kept a secret. Bear in mind that a rebranding cost is entirely different from the cost of a logo redesign. A complete rebranding includes changes to the logo design, package design, marketing campaigns and the cost incurred to expose the rebranding into the market.

As graphic designers, we ought to know how much do famous companies and brands spend on their brand identity design. When a company posts an outrageous figure for its corporate rebranding, people tend to become judgmental over the ridiculous price incurred. But branding is not all about designing a logo, there are other aspects of the branding process that need to be fulfilled in order to deliver a revamped identity. In the field of graphic design, there are various tools that complete the branding process.

 
  • The logo and stationary design
  • Package and label design
  • Website Design
  • Designing the marketing campaign (Advertising, Billboards, Flyers, Girt Items)

Following are the branding costs of 8 famous brands that were rebranded at a fairly excessive cost.

 
     

Pepsi

 

Anz

OCG logo
LiverPool logo
     
 
     

BP Helios

 

BBC One

OCG logo
LiverPool logo
     
 
     

Accenture

 

TranLink

OCG logo
LiverPool logo
 
     

Starz

 

Posten

OCG logo
LiverPool logo
     
 

Some Exorbitant Logo Prices:

Below are some of the prices of only logo designs that are outrageously lofty:

 
Designer: Wolff Ollins Designer: L.N Agency Designer: L. Associates Designer: -
Logo Price: £400,000 Logo Price: £400,000 Logo Price: $240,000 Logo Price: £1.020.00
 

Do you think that such exorbitant prices are acceptable for a rebranding?

 

Author Charlie B. Johnson

has written Posts 388 .

  1. 509 Media On August 19th, 2010 at 10:10 am
    1

    I need to go up just a little on my design fees…. =)

  1. Sahan On August 19th, 2010 at 11:28 am
    2

    Too expensive :D

  1. Josh Hurtado On August 19th, 2010 at 11:50 am
    3

    I can’t believe some of these prices. Especially for some of the logos. Greed…that’s all that can be said.

    Josh Hurtado

  1. Matin On August 19th, 2010 at 4:07 pm
    4

    intresting!!!!

  1. Sam J. On August 20th, 2010 at 12:23 am
    5

    I wonder what those logo prices are based on.. ?
    Definetly not hours used.

  1. Michael On August 20th, 2010 at 2:44 am
    6

    I doubt they did just one or two mockups done by one or two people before acceptance. I’m guessing months of redesigns and strategic planning by multiple boards went into these. Most of the fees probably went toward paying for things that were not even remotely used.

    Then again, I’m just guessing.

  1. Allan On August 20th, 2010 at 8:19 am
    7

    Yeah, they were worth it, because they got more than just a logotype. I imagine the process involved a huge amount of consultancy, applicataion of the revised brand marque across all marketeing and media, peraparation of guidelienes and stylebook and other actions that would have examined the total brand identity, genetics and applications. The final and obvious visual expressiopn of the logo is just the tip of the iceberg. And I’m not even employed in brand management or consultancy!

  1. Hamed On August 20th, 2010 at 12:51 pm
    8

    Too much… way tooooo much!

  1. Jennifer Moline, PsPrint On August 20th, 2010 at 5:24 pm
    9

    The TransLink one hits home for me — TransLink was only recently introduced in the past year or so, and then they overhauled it to Clipper. What a waste!

  1. ahahhahhaaaaa On August 20th, 2010 at 6:42 pm
    10

    i had clients like this.
    it starts with a “could you do a quick (whatever)?”
    and it ends 2 and a half year later.
    between endless discussions are located among millions of scetches, broken processes short before the end because a new partner needs to be asked . . . . . .
    i just have the wrong clients :(

  1. Raelin On August 20th, 2010 at 11:58 pm
    11

    Informative and jaw- dropping expensive.

  1. MJ Crow On August 21st, 2010 at 11:22 am
    12

    Really, the price should reflect the amount of coverage it receives. What is the true value of an identity? If you are designing a logo for a small business with a bricks and mortar audience of say -a twelve mile radius, then yeah- the price is gonna be quite low. Logo for a major, global television network? I would go with charging £400,000.
    Nice work if you can get it.

  1. Renate On August 21st, 2010 at 11:39 am
    13

    The “Posten”-logo caused a huge deal of debate here in Norway. Not only because of the price, but the logo itself.

    I still think the old logo was better. It was traditional, and it worked. I mean, come on. $55 million for a logo that looks like the death star in star wars or a pokemonball? _Waste_ of money.

  1. febri On August 21st, 2010 at 11:44 am
    14

    I have same question with Sam.
    What make them so expensive?

  1. mel On August 21st, 2010 at 11:47 am
    15

    If the client has set aside a budget it is your duty to spend it all and more if you can get it – we are in business after all. The clients need to set realistic budgets – that’s all – simples

  1. Jake Shepherd On August 21st, 2010 at 11:49 am
    16

    Michael bang on it’s ridiculous to class these as graphic design fees. It’s the visual and the verbal branding/ positioning. Which then the organisation has to implement. That can be a huge task just identifying that.

  1. Matt magi On August 21st, 2010 at 12:15 pm
    17

    Wow crazyness. Btw you sure pepsi was only one million? I heard they spent a lot more? That is if you include the marketing? Website I heard was a fortune plus their ad’s were everywhere on tv.

  1. Dan On August 21st, 2010 at 7:16 pm
    18

    These are not a cost of time and effort to do the logo but rather a cost of what the organisation can pay.

  1. Daniel On August 21st, 2010 at 7:59 pm
    19

    i wonder about the logo price

  1. Jeff Klein On August 21st, 2010 at 8:15 pm
    20

    Good branding is priceless!

  1. Christopher Masiello On August 22nd, 2010 at 12:53 pm
    21

    What about the AT&T Wireless, to CIngular Wireless, back to AT&T Wireless fiasco? I’m sure that rebranding merry-go-round cost more than all 8 of those combined.

  1. 22

    [...] 8 Famous Brands and their Rebranding Cost! – Graphic Design Blog [...]

  1. Chris On August 23rd, 2010 at 3:54 am
    23

    None of these prices are for the logo or creative execution alone. I can’t believe designers think that … and design sites promote it. Don’t they realise they are only damaging their own work and the value of the creative solutions we create?

    Anyway … typically these costs would incorporate phases like:

    - initial audit of current/existing branding
    - competition analysis
    - brand strategy / positioning
    - focus groups
    - internal management interviews
    - creative deliverables (print, online, social media, launch strategies)
    - brandmark development
    - visual language elements
    - rounds of revision
    - production costs
    - etc etc

    You start factoring in the cost of people who can deliver all these aspects at a professional level … these costs are more than realistic.

  1. Terence On August 23rd, 2010 at 6:44 am
    24

    I think i am under charging for my logo designs by far :)

  1. dude On August 23rd, 2010 at 6:52 am
    25

    In your costs, do you include the media buying?

  1. Kenny On August 23rd, 2010 at 8:12 am
    26

    The rebranding prices are reasonable. I mean, your talking about a complete change in your marketing campaign and changing the way the public views your company, and that is going to cost you a lot.

    The logos sound about right too. A good designer charges about $100 an hour. But it usually only takes about 5 hours to do something, then you factor that they live off that money and probably only have 4 or 5 of those a month and that equates to roughly $50,000 a year. Add a wife and kids and that barely cuts it on a yearly basis.

  1. David On August 23rd, 2010 at 11:11 am
    27

    Nice article, quite shocking to hear about some of these prices.

  1. Graphic Design Leeds On August 23rd, 2010 at 11:43 am
    28

    $136m for the BP identity. I mean, it’s a great logo, granted – but that is just insane!

  1. Mark On August 24th, 2010 at 7:31 am
    29

    I’m looking for a company like posten… In my neck of the woods. Heck I’d give 10% off just to land the job.

  1. Victoria Blount On August 24th, 2010 at 10:09 am
    30

    These are huge budgets, i knew there was a lot of money spent on advertising and branding but for a logo design to cost 400k especially when the Olympic 2012 design is so controversial.

  1. Tony Domy On August 25th, 2010 at 3:05 am
    31

    The Melbourne logo (and in future, the return on investment) is stunning… artful, brilliant concept… priceless!

    Anyone complaining has never worked in the industry before. Another case of people without a clue having an opinion that’s not warranted and not appreciated by professionals in communications.

    Tons

  1. Charlie B. Johnson On August 25th, 2010 at 4:44 am
    32

    @Allan @Chris @Kenny…Thanks for sharing your perspectives. As you might have read in the post, I clearly segregated the cost of rebranding from the cost of logos, so there is no confusion about that. As far as the cost of rebranding being justifiable is concerned, let us be a little rational here. It’s the cost of ‘rebranding’ an already established brand we’re talking about and not the cost of ‘establishing a new brand’. Speaking in both logical and technical terms, rebranding should cost far less than establishing a new brand as the former entails less redundant phases.

    @Renate @Victoria Blount…Couldn’t have agreed more.

    @Matt magi…$1 million was the initial rebranding cost that was quoted on the media, of course there can be additional costs as the marketing campaign expands.

  1. Online Printing Services On August 25th, 2010 at 11:40 am
    33

    Man I can’t believe the logos cost that much, especially that olympic logo.

  1. Chris On August 25th, 2010 at 9:49 pm
    34

    But let’s be honest here Charlie … these prices are not JUST for the logo.

    The brandmark is never developed on it’s own or in isolation in these situations. It’s part of a larger visual language (colour palettes, patterns, application comps, online/offline testing, copywriting, tone of voice, etc etc) and is delivered as an integrated visual language representing the brand strategy in most instances.

    As for a rebranding vs branding … the work involved in a rebranding is exactly the same, if not more. Sure, there’s equities to build upon, but often defining a new market position because the current one is outdated is the hardest challenge and finding a unique way of evolving the brand whilst retaining a link to the past is more difficult that just ‘let’s make the old logo look contemporary’.

    So to say that the logo … by itself … cost $xxxxxxx … is therefore somewhat misleading. It simply sounds like one guy sat in a corner drawing logos … without any context.

    You could pull out any phase of a rebranding and do exactly the same for dramatic effect:

    - ‘The copywriting cost $1,000,000? Oh my god … for a few words?’
    - ‘The project management was $2,000,000? I’m changing professions!’
    - ‘The brand strategy cost $5,000,000? For ‘innovation and sustainability?’ I could have told them that!’

    I just find that these types of posts don’t educate anyone about the bigger picture … as you can see from most reactions … they invoke a ‘For a logo? I’m gonna charge more!’ or ‘That’s ridiculous! Me and my copy of Photoshop could do better!’

    None of which helps the creative industry or the professionals who do this for a living.

    And graphic designers keep wondering why they struggle to get professional recognition and have their work devalued. We cut ourselves down from the inside out.

    An easier way to make my point:
    If you have the inside information of the exact cost of the logo development only … could you post the full costs of all the other phases for comparison then? eg Strategy, applications, guidelines, visual language, etc?

  1. Duncan On August 26th, 2010 at 6:51 am
    35

    Looks like we’re charging too little.

  1. Ben P. - PrintDirtCheap.com On August 26th, 2010 at 9:18 am
    36

    If a new brand identity can help a company make billions in sales, why wouldn’t it be worth a couple of million?

  1. SiewShuen On August 27th, 2010 at 6:09 am
    37

    WOW ! That’s really too high for logos though it’s well designed but wow, that’s all i can say. Thanks for sharing this :)

  1. Saywhaaa... On August 27th, 2010 at 4:14 pm
    38

    Say, would Pepsi take you seriously as a designer if your fee for a logo to be used world-wide was $10,000?
    Probably not.

  1. Willbfree1 On August 29th, 2010 at 3:15 pm
    39

    Nice Logo. I need to get one soon. Thanks for having a site that helps.

  1. joe On September 1st, 2010 at 4:25 pm
    40

    I know it’s all great fun reading all this, but I know for a fact that 50% of the brands on here DID NOT cost as much as 20% what is being suggested. I have been in the branding industry for 22 years and have worked on many leading global brands, and I know that these days it is very hard for companies to survive at the costs that they can charge. Agencies have to pay £150 to £300 per day for freelancers and £500 to £800 per day for consultants, some projects can take months due to company red tape, trademark searches, trademarking, research, application, guidelines etc. I payed some guy to clean my drains more than we make per day, so these websites are very frustrating and mostly rubbish.

  1. Herbug On September 4th, 2010 at 5:03 pm
    41

    So much money… I want to cry lol
    thanks for sharing!

  1. Jolon On September 5th, 2010 at 11:00 pm
    42

    What are these prices based on? Fixed scope? Open-ended multi-year retainer projects with a half a dozen or more facing the client, or? Are they happy with result? I think the subject should be “agencies actually collect on crazy out of scope rebranding!” if they did collect.. ;)

  1. GinCHGO On September 6th, 2010 at 12:36 am
    43

    @Chris @Joe Brilliantly said! In my business when a celebrity wears something the press states the “retail” price even if the individual got it for free. Also, sales are sometimes overinflated. For example Saks will tell a fashion publication that a designer did $500,000 in sales for a five hour appearance to make them both look good. Our company has given a fortune in free goods but it is agreed if asked the recipient must state they paid full retail. Unless a physical PAID and ITEMIZED invoice can be referenced, I don’t believe anything printed.

    These costs don’t make sense on the surface – and I’m not even in your industry. Except for one or two comments, the rest here sense the same. Let’s say it is indeed true. If I were a shareholder I would be concerned with wasteful spending. I frankly don’t believe it.

  1. Vandana On September 6th, 2010 at 4:20 am
    44

    Wow only if companies knew what REALLY matters to the consumers.

  1. Max at Cash Back Stores On September 6th, 2010 at 4:21 am
    45

    It has nice look and own meaning. I think that’s why it’s expensive. Good way to earn much money

  1. JD Stone On September 6th, 2010 at 9:46 am
    46

    Sounds like too many artists here didn’t read the article. But hey, if it makes you feel better to believe that the millions are for a few hours with an artist, some paper and a box of crayons, nothing’s stopping you.

  1. David Ch... On September 6th, 2010 at 12:06 pm
    47

    Exorbitant, maybe. But they do make lots of business owners think more about their own brands! I love helping people with their brands. The process we go through usually renews their competitive spirit. They end up selling more as a result.

  1. Andrine Mendez On September 6th, 2010 at 3:02 pm
    48

    They are the best brands cos they been successful in using the same money they get from consumers to spend on convincing the same consumers that they are the BEST ! But These BIG numbers are things of past now ! The numbers shown here true or not,are pretty huge spending considering the economic conditions

  1. novaabue On September 6th, 2010 at 8:49 pm
    49

    too expensive for a logo design only..maybe because this are well known brands already.and they can afford to pay more and invest more for the carrier of their business.

  1. 50

    [...] How much would you pay for a rebranding exercise? Published September 7, 2010 Branding & Positioning , Design Leave a Comment Tags: brand, cost, rebranding Via Graphic Design Blog, here are 8 famous rebranding exercises and how much they cost! [...]

  1. Charmaine On September 7th, 2010 at 12:21 am
    51

    That’s like a lot of money to be spent on something like that!

  1. PowerFlite On September 7th, 2010 at 5:15 am
    52

    To call these rebranding changes expensive without knowing more about each situation and brand objective is, I’m sorry, unprofessional. I don’t even particularly like the new Pepsi logo, for example, but spending $1 million on a logo redesign is not much for them, although I guarantee you it cost a lot more than that to implement the redesign on every can, bottle, vending machine, letterhead, and so on worldwide. Their CEO is paid about $15 million per year, so $1 million is very little to spend on the logo that they are entrusting to represent such an omnipresent brand for the next several years.

    If anything, the other rebrand expenditures are probably more realistic. When you look at the £136 million that BP spent, for instance, also consider that, without blinking, they recently set aside $20 billion to compensate Gulf-area victims of a spill. $20 Billion to suck up oil that they can’t even re-sell, and it barely touched their bottom line. By comparison, you think they consider £136 million expensive?

    I wish more companies took their brand image this seriously, not because I’m looking to get rich off of them, but because companies who understand the value of investing in their brand(s) properly have ALWAYS allowed me the time and resources to do a better job. It’s those who don’t see that they are undercutting their own well-being by taking the cheap route who disappoint me. If you don’t believe me, wear your cheapest, most run-down suit to your next new business meeting and see what happens.

  1. Nick On September 7th, 2010 at 2:32 pm
    53

    There’s no point talking about cost without even considering the value of each logo (or really brand identity programme). Without doubt all of these designs would come with a great deal of strategy and implementation and in some cases cost may have been outweighed by savings when a new identity was implemented.

  1. inspirationfeed On September 7th, 2010 at 4:11 pm
    54

    No way thats crazy!

  1. Aaron On September 8th, 2010 at 10:42 am
    55

    I love that the banner ad on the top of this article is advertising a logo design service with logos starting at $179. ;)

  1. 56

    [...] Stumbled upon few white papers from various branding agencies that claims how rebranding can revamp company’s identity and bring in more positive, psychometric changes and appeal to the company. Rebranding isn’t any cheaper. Have a look at some of the rebranding exercise and their cost. [...]

  1. Robert1 On September 9th, 2010 at 10:45 am
    57

    What I can’t believe is the designers got someone to pay those prices!!

  1. Ken On September 10th, 2010 at 7:20 am
    58

    My pockets are by far not that deep as I am trying to re-brand my company right now. You have to understand just as a good employee represents your company when out in the marketplace, so does a good logo and brand marketing materials. Would you think highly of a huge reputable company having a clipart logo put together in Word? Absolutely not. Why pay millions in ad dollars to market a stick figure or flower drawn by my 3 year old. Recognition is priceless and I hope one day I can pay a professional to help me get there. Look deeper than a number or a statistic and understand a goal or objective being achieved with many head beating table discussions.

  1. Olivia Asiedu-Ntow On September 13th, 2010 at 3:52 am
    59

    It’s not a complete suprise but to see it in black and white is rather shocking. I’ve been in the branding industry for a fair while and most large agencies charge ridiculous fees due to high overheads, an experienced and high profile team of strategists, analysts, brand phisicians etc, when at the end of the day it’s about bringing to live the personality of a company visually, verbally and nurturing the growth of this over time. Some of the identities above meets this criteria but many fail to do so.

    Who do you blame, the agency for being brave enough to submit excentric work or the company for not being forthright enough to say, nah that just looks weird. Rebranding if done properly can change the course of a company’s life cycle, breath in new vision, inspire growth and be confident in an ever changing economy……. but at what price?

  1. Andrew Thomas On September 13th, 2010 at 6:40 am
    60

    So misleading. Some companies are more transparent about their rebrand costs than others so the figures cant really be compared on a level playing field. I would guess that Accenture included its stationery costs in this – so with 177,000 staff it probably spent over a £1m on business cards.
    And obviously implementation costs are going to vary massively depending on the type of company – BP has more external signage requirements than eg the BBC.

  1. Tony On September 13th, 2010 at 6:52 am
    61

    The prices for these sort of logos are never worked out on a pro-rata basis, they are priced based on value to the client. Charging by the hour as a logo is a fatal way to build a business model, how do you differentiate the price of a bad idea vs the good idea? Both require the same amount of time and energy.

    There is the other aspect, that these companies are vain and think they are worth this sort of invesent… People have always seen quality in things that cost more, as they go beyond the simple tangible qualities to embody image and ethos. Its a service that the customers queue up for even at these surreal prices.

  1. costaches On September 13th, 2010 at 12:52 pm
    62

    I think this is the cost of the agency stuff work and of the image already created.

    You can lower the cost hiring one person (a freelance) or a small agency and get a nice 300$-500$ price for a logo, but the result will be as is – a logo and a small guideline. When you are a big agency with a strong brand, there is very much at stake. You cannot risk all your brand. That’s why you make a contest, hire an agency, which asks you a big price. In this case you can ask whatever you want and the agency after that become responsible for all the fuss after the rebranding – you can charge it for the disaster and get a nice PR during the trial.

  1. Miguel Sánchez On September 14th, 2010 at 5:44 pm
    63

    The reason to pay so much money to Olins for a badly done London logo is, brand revenue.
    Actually they are paying for Olins brand, or name.
    Hey! Let´s call the guy who “invented” branding, he most know, he wrote all those brand books.
    Maybe some poor country in Africa would appreciate his services for a rebrand, Pro-bono.

  1. Logo Design » Blog Archive » What Should a Logo Cost? On September 15th, 2010 at 5:20 pm
    64

    [...] ran across an interesting article the other day about how much several well-known brands paid for their logos or logo redesigns. [...]

  1. perth programmer On September 16th, 2010 at 1:02 am
    65

    hey these are expensive but redesigning involves a lot of creativity and is also time consuming so i think it is worth this amount.. :)

  1. Aamir On September 21st, 2010 at 4:18 pm
    66

    These re branding really mean it.

    We do the same job but charge very low.

  1. suraj On September 23rd, 2010 at 8:04 am
    67

    Aah after seeing these prices I lost my consciousness. This is really craziness!! God please them!!

  1. Jeiji On September 27th, 2010 at 3:55 am
    68

    Goooodness gracious those are some huge nmbers…

  1. masa On October 3rd, 2010 at 1:26 pm
    69

    here in my country we charge for a logo from 150 euro to 250 euro, and that’s just for a logo, nothing else…

  1. Philip On October 7th, 2010 at 4:56 am
    70

    Geniuses!

  1. My Reading List, 10/24 « In-Transit On October 24th, 2010 at 5:40 pm
    71

    [...] famous brands and their rebranding cost – Graphic Design Blog My friend wanted to rebrand her business but she actually ended up [...]

  1. sabari On October 25th, 2010 at 9:06 am
    72

    It all depends on how much bull***t you display as market survey …market analysis…focus group studies…blah blah blah !!! neither presenter nor the management understands what it is …so both praise the efforts !!
    then design a crap and charge a million bucks !! plain simple

  1. Il costo per ridisegnare grandi brand « Surus On November 3rd, 2010 at 12:02 am
    73

    [...] via | graphicdesignblog.org [...]

  1. 74

    [...] Take a look at some famous brands and their rebranding costs visit http://www.graphicdesignblog.org/famous-brands-rebranding-cost/ [...]

  1. Darren On November 11th, 2010 at 3:24 pm
    75

    Very interesting how very simple designs end up costing so much. I wonder what the cost breakdown is?
    Im looking at some of the designs and many of them are so simple.

  1. Web design Victoria bc On November 14th, 2010 at 3:28 pm
    76

    Insane and the fact is I bet 90% ended up paying at least double in the long run.

  1. ArenaCreative On December 13th, 2010 at 10:57 pm
    77

    See? Some corporations can still afford expensive branding. This is exactly why a logo is worth more than $50 unless you want to price yourself that way – hey that’s your choice. Not all businesses have budgets like that, but I can’t understand why so many undersell themselves on the internet.

  1. ShortFusion On January 5th, 2011 at 9:08 am
    78

    I didn’t see it mentioned in the article or brought up in the comments, but …
    It would seem to me that the real costs are not necessarily in the design fees or even directly to the brand consultants. These companies have international exposure and therefore they have brand considerations that transcend the normal requirements of “gee, that looks pretty”. Language, culture, religion and the more expensive one, consumer reaction have to be studied. I would be shocked if there weren’t scores (or more) of variations tested with focus groups around the globe with highly credentialed people (most likely oozing bs) weighing in on the results. And given the corporate climate and the stakes for screwing up, if there is any doubt, you’d test some more.

    So while I hope the graphic artists were richly compensated, I’m sure they didn’t get the lion’s share.

  1. designbysoap seo On January 6th, 2011 at 6:01 pm
    79

    I’d agree that companies have to spend a lot of money on brand consultancy, design, cultural and symbolic considerations, etc. but even so some of these fees seem particularly excessive.

    It’s amazing how much money a company is willing to spend on something like this; I’d totally agree that it’s extremely important to them and central to overall branding and public perception, but still, they don’t appear to bother with much in the way of cost cutting.

    Extremely interesting and engaging post!

  1. Geoff Matheson On January 11th, 2011 at 8:46 am
    80

    The costs associated relate to the time spent working on developing the brand. Its hard to really explain how long it takes to a non-graphic designer, but there are a lot of steps involved. One first has to understand the company, and their previous attempts. Then there is a phase of experimenting, trying new ideas, combining those ideas–always trying to better express the company through an abstract mark. Logo design is particularly difficult. When a group develops a logo that looks ,”simple” it is really anything but. Simplicity in design is the hardest thing to obtain, because the tendency to over design is constantly present.

    Take the Pepsi logo for instance. That was already a very recognizable mark. As the firm tasked with re-designing the logo you can not drastically alter the form of the mark because then you would throw out years of collected brand recognition. So the firm has to work 50 times harder because they have to make a super subtle change which presents what already exists in a new light. It may seem silly to most but there is probably a books worth of writing which explains how adjusting the white space in the Pepsi logo better expresses the brand.

    And sure some of these numbers are a bit rediculious but take the BP logo for instance. Look how pleasant that looks –and it represents a company which is one of the most toxic in the industry. Telling such sweet poetic lies is very expensive artistry

  1. 81

    [...] ran across an interesting article the other day about how much several well-known brands paid for their logos or logo redesigns. [...]

  1. color2shape On January 26th, 2011 at 2:06 pm
    82

    Perfect, there are a lot of money out there, those companies earn a lot.
    It’s branding, not a simple logo.

  1. Fernando On January 28th, 2011 at 7:09 pm
    83

    Well, I can see why the price.
    Some of these logos are huge responsabilites. It’s not just about designing a cute abstract symbols, is doing it without getting the company’s customers/clients mad. I can see why a Pepsi logo would be so expensive. It definitely needed a lot of survey, a lot of redo, and probably a lot of study and reports to convince some board of directors.

  1. izzybeab On February 2nd, 2011 at 8:40 pm
    84

    Great graphic designers but even better Sales people!

  1. Laura On March 3rd, 2011 at 3:29 pm
    85

    Can I ask where you sourced these figures from?
    I’m currently doing an assignment on rebranding and the information would really help.
    Thanks

  1. Mark On March 31st, 2011 at 6:07 pm
    86

    as a graphic designer, these prices are encouraging! I love it. Would love to be good enough some day to be given that kind of opportunity.

  1. irmantas On April 4th, 2011 at 6:38 am
    87

    It makes me sick… Its just stupid to pay millions for a piece of sh-logo..

  1. 88

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  1. Koozai On August 10th, 2011 at 8:51 am
    89

    Over £1 million for the BBC logo? They should have got it done on fiverr for $5. Isn’t it just the same but with a red background?

  1. Mark @ Blue Orange On October 24th, 2011 at 10:42 am
    90

    Some of these prices are just insane! Those logos for 400k are ridiculous.

  1. Bill On November 30th, 2011 at 3:11 pm
    91

    No sources? FAIL.

  1. DesignBuddy (graphic design) On January 12th, 2012 at 1:55 am
    92

    Chris makes a very good point in comment 23. These branding costs include much more than simply creating a logo design. I must say, it would be nice to be a fly on the wall at one of these creative firms, to see exactly what goes into the process of re-branding one of the world’s largest companies.

  1. Beth On January 12th, 2012 at 9:54 am
    93

    Are you kidding?????? My boss is CLEARLY not charging enough. I need a raise! :-) Seriously, this is crazy.

  1. durgasprasad On February 22nd, 2012 at 2:02 am
    94

    they already spent, no matter of discussion please..they are worth and help us in our tariff restructuring…very inspiring :-))

  1. Thiết kế logo thương hiệu On March 5th, 2012 at 10:11 am
    95

    As a graphic designer, these prices are encouraging! I am interested in it

  1. Thiet ke logo On March 5th, 2012 at 10:13 am
    96

    I think i am under charging for my logo designs

  1. jake @ jam creative On April 7th, 2012 at 12:37 pm
    97

    Some of you say over priced but you have to remember a few things: one is that these companies were happy to pay it and have more money than they know what to do with. Two is that they are using that persons art for everything they do and paying for a lifetime of rights to that art. Three is that a lot more goes into it than just a logo design. So I say these prices are encouraging as well.

  1. thiet ke thuong hieu On April 24th, 2012 at 3:51 am
    98

    Perfect, there are a lot of money out there, those companies earn a lot.
    It’s branding, not a simple logo.

  1. C Evans On June 6th, 2012 at 10:26 am
    99

    That price for BP’s rebranding must be a mistake, surely no one in their right minds would pay that much. With regards to the costs of the logo’s, sometimes you pay for more than just a new logo, the hype and attention that are generated along with the new logo make it worthwhile.

    One person that understands the concept of shelling out obscene amounts of money to generate publicity is Mr Cowell, who is currently taking over the states. He might pay a judge $10m, which is just beyond belief, but the publicity that this generates for his shows makes this an investment worthwhile!

  1. 100

    [...] Enlace:costo de los rediseños de logos famosos [...]

  1. 101

    [...] photo : [...]


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