The Worlds Most Expensive Logos
1. Symantec
Symantec's $1.28 Billion Logo:
A Symbol of Security
Symantec's acquisition of Verisign's identity and authentication business for $1.28 billion included the iconic Verisign checkmark logo. This integration marked a significant step in Symantec's commitment to enhancing online security.
CEO Quote: "Integrating the Verisign logo into Symantec's brand symbolizes our dedication to providing world-class security solutions." - Enrique Salem, Former CEO of Symantec
Designer: The Verisign logo was originally designed by Landor Associates.
"Designing a logo that instills trust and reliability is crucial for any security company. The Verisign checkmark achieves this through its simplicity and universal recognition." - Landor Associates
The incorporation of the Verisign checkmark into Symantec's branding represents a seamless blend of two powerhouse brands in the cybersecurity industry.
The Symantec and Verisign integration showcases how strategic acquisitions can elevate a brand's visual identity and reinforce its market position.
2. BP (British Petroleum)
BP's $211 Million Sunflower: A Green Future
In 2000, BP undertook a massive rebranding effort costing $211 million. The new logo, a green and yellow sunflower, was designed to reflect BP's commitment to environmentally friendly energy solutions.
CEO Quote: "Our new logo represents BP's commitment to environmental responsibility and our vision for a sustainable future." - Sir John Browne, Former CEO of BP
Designer: Designed by Landor Associates.
Designer Comment: "The sunflower logo is a visual metaphor for growth, energy, and sustainability. It’s designed to reflect BP's forward-thinking and eco-friendly initiatives." - Landor Associates
Direction: The sunflower design aimed to distance BP from its image as a traditional oil company and highlight its investment in alternative energy sources.
BP's rebranding with the sunflower logo is a prime example of how visual identity can align with a company’s strategic vision for the future.
3. Accenture
Accenture's $100 Million Rebrand: From Andersen Consulting to Innovation Leader
After splitting from Arthur Andersen in 2001, Accenture needed a fresh identity. The $100 million rebrand included a new logo designed by Landor Associates.
CEO Quote: "Our new logo and name reflect Accenture's commitment to helping clients achieve high performance." - Joe W. Forehand, Former CEO of Accenture
Designer:
Designed by Landor Associates.
Designer Comment: "The greater-than sign in Accenture’s logo symbolizes the brand’s forward-looking approach and focus on innovation." - Landor Associates
Direction: The new logo and branding positioned Accenture as a leader in the consulting industry, emphasizing growth and future potential.
Accenture's rebranding effort highlights the importance of a strong visual identity in establishing a new market presence and signaling a commitment to innovation.
4. Posten Norge
Posten Norge's $55 Million Transformation: Modernizing Norway’s Postal Service
In 2008, Norway’s postal service, Posten Norge, underwent a significant rebranding costing $55 million. The new logo aimed to modernize the service's image.
CEO Quote: "Our new logo is a symbol of our evolution and our commitment to providing modern, reliable postal services." - Dag Mejdell, Former CEO of Posten Norge
Designer:
Designed by Scandinavian Design Group (SDG).
Designer Comment: "The new logo represents a modern and dynamic postal service, combining tradition with innovation." - Scandinavian Design Group
Direction: The rebranding was focused on modernizing the image of Posten Norge while maintaining its trusted reputation.
Posten Norge’s rebranding underscores the role of visual identity in transforming public perception and adapting to contemporary needs.
5. ANZ (Australia & New Zealand Banking Group)
ANZ’s $15 Million Logo: A Symbol of Growth and Development
In 2009, ANZ revamped its logo to reflect its focus on growth and development, costing $15 million.
CEO Quote: "Our new logo signifies ANZ's commitment to growth and our aspirations in the Asia-Pacific region." - Mike Smith, Former CEO of ANZ
Designer: Designed by M&C Saatchi.
Designer Comment: "The new logo is designed to represent ANZ's growth and its commitment to customers in the Asia-Pacific region." - M&C Saatchi
Direction: The rebranding was aimed at positioning ANZ as a leading bank in the Asia-Pacific region with a modern and forward-looking identity.
ANZ’s logo transformation highlights the strategic importance of visual identity in expanding a brand’s regional influence.
6. BBC
BBC's $1.8 Million Modernization: A Contemporary Look for a Classic Brand
In 1997, the BBC updated its logo, transitioning from slanted italic letters to the current block format, costing $1.8 million.
CEO Quote: "The updated BBC logo represents our commitment to modernity and clarity in our global broadcasts." - Sir John Birt, Former Director-General of the BBC
Designer:
Designed by Martin Lambie-Nairn.
Designer Comment: "The block format of the BBC logo provides a timeless and modern look, ensuring clarity and consistency across all media." - Martin Lambie-Nairn
Direction: The rebranding aimed to modernize the BBC’s image while maintaining its iconic status in broadcasting.
The BBC’s logo update demonstrates how a subtle yet strategic redesign can refresh a brand's image and enhance its global presence.
7. Pepsi
Pepsi’s $1 Million Redesign: A Fresh Look for a Classic Beverage
Introduction: Pepsi’s 2008 logo redesign by Arnell Group cost $1 million, aiming to create a more contemporary and dynamic look.
CEO Quote: "Our new logo reflects Pepsi’s innovative spirit and our commitment to staying fresh and relevant." - Indra Nooyi, Former CEO of PepsiCo
Designer:
Designed by Arnell Group.
Designer Comment: "The new Pepsi logo is designed to be dynamic and convey a sense of motion and energy." - Peter Arnell, Arnell Group
Direction: The redesign focused on creating a fresh and modern look that resonates with a new generation of consumers.
Pepsi’s logo redesign highlights the importance of evolving visual identity to stay relevant in a competitive market.
8. City of Melbourne
City of Melbourne’s $625,000 Logo: A Modern Identity for a Vibrant City
The City of Melbourne introduced a new logo in 2009, costing $625,000. The angular, geometric “M” design reflects the city’s modern and dynamic identity.
CEO Quote: "Our new logo represents Melbourne’s vibrancy and our commitment to innovation and inclusivity." - Robert Doyle, Former Lord Mayor of Melbourne
Designer:
Designed by Landor Associates.
Designer Comment: "The angular 'M' logo is designed to reflect Melbourne’s dynamic and innovative character." - Landor Associates
Direction: The rebranding aimed to capture the essence of Melbourne as a forward-thinking and inclusive city.
The City of Melbourne’s logo redesign emphasizes the role of visual identity in representing a city’s character and aspirations.
9. NeXT
NeXT’s $100,000 Logo: A Minimalist Masterpiece by Paul Rand
Designed by Paul Rand for Steve Jobs' NeXT computer company, this logo cost $100,000 and is known for its simplicity and timeless design.
CEO Quote: "Paul Rand’s logo for NeXT is a timeless representation of our vision for innovation and excellence." - Steve Jobs, Founder of NeXT
Designer:
Designed by Paul Rand.
Designer Comment: "The NeXT logo is designed to be simple yet powerful, reflecting the brand’s commitment to innovation." - Paul Rand
Direction: The logo’s minimalist design aligns with NeXT’s focus on cutting-edge technology and innovation.
NeXT’s logo by Paul Rand remains a testament to the power of minimalist design in conveying a brand’s core values.
10. Ministry of Sound
Ministry of Sound’s $100,000 Redesign: A Bold New Look for an Iconic Brand
The iconic logo for the Ministry of Sound, designed by Graham Smith, was revamped in 2011, costing $100,000.
CEO Quote: "Our new logo represents Ministry of Sound’s evolution and our ongoing commitment to music innovation." - Lohan Presencer, Former CEO of Ministry of Sound
Designer:
Designed by Graham Smith.
Designer Comment: "The updated Ministry of Sound logo is designed to reflect the brand’s dynamic and innovative spirit in the music industry." - Graham Smith
Direction: The redesign aimed to modernize the iconic logo while maintaining its connection to the brand’s musical heritage.
Ministry of Sound’s logo revamp highlights the importance of updating visual identity to stay relevant and resonate with new audiences.
