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Most Expensive Logo Design In History
Given that Nike, Adidas, and Apple are well-known brands with global presences, it may come as a surprise that their logos are not on the list; however, since they were created early on and essentially didn’t require any major changes, they are not included. Instead, the list focuses on large corporations that need to completely rebrand their identity and brand.
10. City of Melbourne Logo Design: $625,000
Melbourne, Australia, started to establish itself in 2009 as a trendy, forward-thinking city that had adapted to the new developments and the modern world. As a result, the city needed a new logo design to reflect these new changes.The sharp lines and varied shades of green and blue that symbolize Melbourne’s new corporate power and the new values of the city—modern, vibrant, and cool—which this Logo Design achieved—have helped the new logo for Melbourne City, created by the Sydney office of Landor Associates, become an iconic image for Melbourne.
9. London 2012 Olympics Logo $625,000
The Olympics are a major event that takes place every four years. Due to the Olympics’ high financial rewards and the host cities’ aggressive behavior in seeking to improve upon their previous Olympic Games in order to boost their reputation, each city that hosts the Olympics makes a sizable investment every four years.
The city of London, which spent $625,000 on its Olympic Logo Design, is an example of how this investment extends beyond sporting facilities or tourism attractions to include logo, brand, and identity design.
The logo’s abstract anatomy drew a lot of criticism, and many people didn’t like it because it didn’t depict any cultural allusions or historical sites. The designer’s intention was to evoke the cubism painting style and replicate the London architectural style.
8. Pepsi Logo Redesign $1,000,000
Everyone is familiar with Pepsi because it is a well-known brand on a global scale and because of its rivalry with Coca-Cola for supremacy in the market for sweet carbonated beverages. In light of this, it is clear what Pepsi had to pay for the creation of its new logo, brand, and identity.
Although Pepsi was already a well-known brand, as we discussed in the introduction, it wanted to maintain its original colours while also modifying its brand to fit the current flat design trend. As a result, the red colour is more noticeable in the new Pepsi Logo.
The main goal of this logo redesign was to bring the Pepsi brand up to date with design trends, compete with Coca-Cola, and expand its global presence. While they currently haven’t been able to do so, they were a full success in terms of design.
7. Citibank Logo Design $1,500,000
We can argue that the cost paid for the new logo design was worth it because the Citibank logo, which was designed more than twenty years ago, probably comes to mind when discussing bank firms and logo design. But, this logo has a truly intriguing backstory.
In 1998, Citicorp and Travelers Group merged to establish Citigroup. To create a new logo for Citibank, Citigroup’s new consumer subsidiary, it hired the New York-based design firm Pentagram, which is run by the renowned graphic designer Paula Scher.
Paula Scher and her team met with representatives from Citibank, and while they were discussing the new logo and what they wanted from it, Paula was sketching ideas on a napkin. After five minutes, she showed the representative the napkin and said, “This is your logo,” which is how the 1.5 million napkins came to be.
6. BBC Logo Redesign $1,800,000
If you consider media and news, BBC is one of the most well-known brands. Users typically identify BBC with trustworthy and up-to-date information, thus they wanted to maintain these qualities in their new brand design.
The BBC has had various logos throughout its history, but to maintain familiarity, it hasn’t made any significant changes since the late 1950s. The most recent modification was made in 1997, and in this new version, they did away with italic characters and streamlined the logo.
5. Australia and New Zealand Banking Group (ANZ) Logo Design $15,000,000
The Australian and New Zealand Banking Group, a joint venture firm and the largest bank in both Australia and New Zealand, was formed when two sizable banks amalgamated. This resulted in the creation of the ANZ logo.
Given the size of this corporation, it is not surprising that they spent so much money on their new logo, which includes the letters ANZ, an acronym for their name. It is commonly known that this logo uses color psychology to identify the corporation with stability, security, and safety—qualities necessary for a bank organization.
But the price not only includes a Logo Design, but the $15,000,000 was also invested in a huge marketing campaign which started in 2010 and ended in 2012.
4. Posten Norge Rebrand $55,000,000
Posten Norge is a Norweigan postal service owned by the state and it’s the only company with the right to distribute and deliver letters less than 50g across the entire country of Norway so they invested $55,000,000 in their new brand logo design.
The design is very straightforward being the logo design composed by a circle shape consisting of halves, one of which flows into the other to transmit the idea on how the letters are delivered from the sender to the recipient, accompanying this graphic element goes the words Posten Norge, which means Norway Post.
This new logo design was introduced in 2008 and this price also includes the fact that all of the post offices in Norway were rebranded with their new image, despite the high amount invested on this rebrand, the results show that it was a good investment.
3. Accenture Logo Design $100,000,000
Due to disagreements with Arthur Andersen, Accenture was compelled to rebrand from Andersen Consulting in 2001 after leaving Andersen Worldwide. Emphasis on the future is the origin of the new corporate name Accenture.
The goal of the new logo design is to emphasis on the fact that the firm is continually striving for the future, growth, and looking for progress. The new logos comprise of the Brand’s name “Accenture” written in lowercase with an accent mark above it facing the proper direction.
Despite these ideas, the new logo design was received with much criticism because it was very simple and it didn’t convey enough meaning. Despite his streamlined look, the new logo design was chosen after 50 different design options were rejected.
2. British Petroleum Logo Design and Marketing Campaign $210,000,000
The British Petroleum Corporation redesign in 2000, cost the British company $210,000,000. for their new logo and marketing campaign, comes in second position for the most costly logo designs of all time.
The concept behind this logo design is to use colour psychology and shapes to convey that the company is environmentally conscious and does everything in its power to protect the environment. Green and yellow are used as the primary colours, and the logo’s shape is meant to evoke the growth of a flower.
This Logo was received with a lot of criticism because they were trying to convince their customers about they were an eco and environmentally friendly company despite the fact they are making money with oil, ideas that can’t go well together, to add more fuel to the fire, BP suffered the most devastating oil spill in history in the Gulf of Mexico in 2010.
1. Symantec Brand and Acquisition $1,280,000,000
The first place for the most expensive logo design goes to Symantec, being the $1,280,000,000 they pay for their new logo and branding design, the highest price for a logo in history, but this price has a trick, this price also includes the purchase made by Symantec acquiring VeriSign company.
The VeriSign emblem, which featured the renowned checkmark, was acquired by Symantec at the same time as the company’s concepts and resources. This icon stands for a tick for websites that authenticate security certificates (SSL), which offers website security for online stores or e-commerce websites.
The VeriSign checkmark was used by Symantec in their logo design to convey security. The yellow colour of the circle represents continuity and stability of protection, and all these components taken together give you a sense of safety, trust, and security.
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