Google spent nothing–Sergey Brin just opened up the free graphics app Gimp. Same with Coca-Cola–though John Pemberton’s bookkeeper drew the logo’s Spencerian script by hand. Nike famously gave just $35 to a design student. Which used to be an impressively thrifty figure, until Twitter picked up their ubiquitous bird for a mere $15 on iStockPhoto.
These, obviously, represent the low-end of what some of the world’s biggest companies have spent on their branding. The figures are from a list recently assembled by Stocklogos and Business Insider, which Trendlandturned into a series of infographics. And if you think a company that spends nothing on their logo is a bit nauseating, wait until you see the opposite end of the spectrum.
Pepsi spent $1 million on their Obama-esque rebranding a few years back, and the BBC spent almost double that on a logo that basically just untoggled the italics button. But that’s nothing compared to the $221 million BP paid to make their oil company look like a new-age organic grocer–though maybe it was one of the few cases where we can all agree it was worth every penny. (It’s not clear from the stats here whether that $221 million was just for design services, or for the rebranding campaign, in which case $221 million is probably low.)
Alongside the more extreme spends, the $100,000 a close-to-bankrupt Steve Jobs paid Paul Rand for his profitless startup NeXT seems pretty close to market value.
A logo speaks a thousand words and sometimes it costs a penny more than that. It is as essential to the brand as the products it produces. It is the name, the identity, the stamp of quality. Stock Logos has compiled a list that revealed how much some of the world’s biggest brands spent on designing their logos. From Coca Cola to the 2012 London Olympics, you’ll be surprised to find out the costs of these iconic logos.