No matter how much time and money you spend on finding the right words that will represent your company and attract new customers, brand identity is what resonates best with people.
That’s why it’s so important to have the right logo design, whether you’re a startup or a multinational corporation. The logo is more than a bunch of colors, shapes and letters.
This is the company’s business card, capable of breaking down cultural and linguistic barriers. Just think about the logos and branding of big brands like Nike, McDonald`s or Coca-Cola.
They are present all over the globe and people recognize them, even if there is no text to explain them. Customers know what services the company provides and what they will get for their money.
When it comes to new businesses, having the right logo can make the crucial difference between success and failure. Given all of the above, it’s hardly a surprise that companies spend millions of dollars on advertising and logo design.
This is the reason why we have compiled a list of the 10 most expensive paid logo designs and rebrands.
Symantec – $ 1,280,000,000
According to reports, Symantec has paid up to $ 1,280,000,000 for the logo and branding they currently use. However, the actual amount is not so shocking, once all the facts are clarified.
Not only did they gain access to the company’s ideas and resources, but also to the VeriSign logo, the famous check mark, which they skillfully incorporated into the Symantec logo.
In case you are not familiar with the logo, it is a check mark for certification of security certificates (SSL) for websites, which is crucial if you want people to trust your online store or e-commerce website.
British Petroleum – logo and marketing
How much did they pay for it? The huge amount of $ 210,000,000!
The colors they have chosen for the logo are shades of yellow and green, which aims to show that the company is committed to being “greener” and more environmentally friendly.
But what makes the BP logo even more expensive is the huge fiasco that BP suffered. We are thinking of one of the most devastating oil spills in the history of the Gulf of Mexico.
Needless to say, the BP logo is far from what the company is talking about. Even worse, it has become the target of much online ridicule – people make fake BP logos that symbolically turn into black oil spills.
They have since spent millions of dollars to cover the damage, and the original logo still stands.
Accenture – logo design
Accenture pays $ 100,000,000 for the logo. It consists of the name of the company “Accenture”, written in small letters, with an arrow on the inscription.
The word itself is a mixture of words in the phrase “emphasis of the future”.
Accenture was forced to change its name and create a new logo after leaving the Anderson consulting group and continuing to work independently.
Some argue that the simplified logo does not make enough sense. However, despite its simplistic appearance, the Accenture logo was chosen after 50 different variants and designs were rejected.
Nevertheless, Accenture is already a reputable company and its logo is immediately recognizable in the industry.
Posten Norge – rebranding
Posten Norge has given as much as $ 55,000,000 for rebranding! It may seem to you that the money given is extremely large for just such a company, but you should know that this state-owned enterprise has the right to distribute and deliver letters throughout Norway.
The new Posten Norge logo was introduced in 2008 and all post offices were rebranded. Although the price for the logo is astronomical, subsequent results show that it was a good investment.
Australia & New Zealand Banking Group (ANZ) – logo
The Australian and New Zealand banking group, which is a joint venture, pays $ 15,000,000 to design its logo. The truth is that this amount was not invested solely in the design of the logo.
This is the total amount for a major marketing campaign that began in 2010 and graduated in 2012. Note that ANZ is the largest bank in New Zealand and the third largest in Australia.