When Gap launched its raw logo during the Christmas period in 2010 it was immediately pounced on by social media and torn to shreds. Parodies sprang up by the hour and within a workweek the fresh logo was removed and the erstwhile one reinstated. Was it good the baron of the people adverse to change ? The power of the brand ? Or barely the value of the new logo ? Either way, it was a massive marketing failure and at the report price of $ 100 million, not the price tag you ’ five hundred expect from something that looked like it was cobbled together by the intern with an old interpretation of WordArt.
Reading: How Much Did Some Famous Logos Cost?
so how much does it cost to create an icon ? Can it be done for free ? With that question in mind, and to drown out the disturbing images from Gap ’ s epic market fail, we set out to find out if logo icons could be made for release, and what value companies put on their brand key signature .
The Pepsi brand has been through multiple redesigns during its life time and in 2008 the current logo was created. Pepsi is no strange to controversy and, like a younger sibling struggling to receive attention, can never quite keep up with their biggest post rival then try to push ahead with a complete stigmatize redesign. Was it successful ? not if you listen to The Forbes cartridge holder :
“ The white stripe on the new logo varies across Pepsi products, getting wide or flimsy depending on product. The purpose team that spearheaded the crusade explains that they ’ re supposed to be “ smiles, ” but we don ’ triiodothyronine in truth see it. ”
Neither do we. The cost ? Get cook for this … The complete brand cost a sock $ 1.2 billion, equal to the megascopic national debt of respective small countries, with the logo attributing to a cool $ 1,000,000 of it. When you see them side by side the newly logo looks disturbingly like the intern with the out go steady copy of word artwork has been at it again – we can barely tell the two apart .
You may be wondering why there is no ‘ before ’ and ‘ after ’ images of the Coca Cola logo. There is a very dim-witted argue for that – it has never been redesigned. Frank Mason Robinson, who designed the logo in 1885, was John Pemberton ’ s ledger custodian. The font is called Spenserian and was the most democratic mannequin of handwriting in the mid-19th century. Robinson plainly wrote it out in his best handwriting and a brand was born. Cost – $ 0 .
As Microsoft has begun to diversify its products and services it was decided that a new logo had to be designed that more articulately described the brand. Elements of Bing, X-box, Windows and Office are all represented in the new logo and do provide firm mark conformity. Is it precisely me, or does it seem to ooze the ‘ Blah ’ agent and becomes another in the long line of logo that the intern with the original version of WordArt could have written ? The least they could have done was given her a late copy …
The cost of this logo was such a farseeing, drawn out march that a figure has not been released. But the kernel is considered to be ‘ considerable ’ .
The Nike swoosh was designed in 1975 by Carolyn Davidson. Distinct and expressive it has never been altered, adjusted or changed and is recognized the world over. The cost of this logo was $ 35, but late the company recognised its simple magnificence and value and went back and gave Davidson shares, nowadays worth $ 600,000 .
This one leaves me speechless. World renowned for everything solid, trustworthy and credible, the BBC decided they needed a ‘ more modern image ’ and the new logo was born. Why does it leave me speechless ? To me the company image is not expressed in the newfangled logo nor does it have a advanced ‘ vibration ’ about it. I can fair imagine the faces of the people at the unveil ceremony at the BBC ’ s HQ in Portland Place in London, specially those standing at the binding of the room. The perplex fact that leaves me speechless… the redesign cost $ 1,800,000. That was a huge amount of money in 1997. And incredible, as if I take my glasses off – I can ’ metric ton tell the difference between either of them .
When you place the two logo ’ s together you can see why it needed to be redesigned in 2008. The new logo was a big go from the trusted BP shield, but worked well, giving the trade name a fresh front without losing the credibility. The price they paid, however, for this bracing face was a very brawny $ 211,000,000 .
One of the most recognizable son in the global, Google ’ s childlike brand was created by one of it ’ s founders, Sergy Brin, in Gimp. Though it is changed daily, the integrity of the design has been kept intact and cost the company $ 0, nothing at all .
chitter joins the ranks of Nike, Coca Cola and Google in logo design. They have kept the brand about identical to the original design and with kept the integrity of their identity. It was designed by Simon Oxley in 2009 and cost the deluxe sum of $ 15
No attend at logo designs would be complete without a attend at the controversial initiation for the London 2012 Olympics. not lone was the epic monetary value of $ 625,000 a point of vigorous discussion, but the plan itself was led to huge, heated debates over what it was and what it represented. even worse, more was handed to have the logo ‘ developed ’ for the Paralympic games. It only leaves me to think that that intern with the old transcript of WordArt missed out on a problem, she would have produced something army for the liberation of rwanda more apprehensible .
With the monetary value of these examples ranging from zero to $ 211,000,000, it would seem cost is not a guarantee of popularity or success. Creating a logo is only a ocular clue to the identity of a company, but the development of a brand would appear to be far more significant to selling. Yes, a logo is a key to stigmatize recognition, but possibly money is better spend in being true to the design and developing a trustworthy company ethos that backs up the design of the logo. After all, the Coca Cola logo was designed by an ‘ intern ’ with a very, very early copy of ‘ WordArt ’ .
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Gap scraps logo after listening to Facebook and Twitter : hypertext transfer protocol : //www.theguardian.com/media/2010/oct/12/gap-logo-redesign
Branding failures : hypertext transfer protocol : //www.canny-creative.com/2013/10/10-rebranding-failures-how-much-they-cost/