A logo isn’t just a picture. It’s the face of a brand — its soul, its DNA — able to tell a company’s story at a glance, stir emotion, and build trust. Some companies are willing to spend astronomical amounts to create or refresh a logo that becomes a true symbol of its time.
Designing a logo is a massive strategic endeavor that can involve market research, advertising campaigns, and even corporate acquisitions. AdmiGram.com looks back at the most expensive logos in history, the stories behind their creation, and why some became icons — while others flopped hard.
The 10 Most Expensive Logos Ever Created
Belfast – $280,000: The Heart of the City
Belfast’s 2008 logo features a heart-shaped letter “B.” Price tag? $280,000.
Who designed it? The agency Lloyd Northover, which consulted with 3,000 residents to create a symbol representing love and vibrancy. Critics called it overly simple, but the logo was ultimately well received.
Why so expensive? A 15-month development process and wide-scale public consultation drove up the cost. But in the end, the logo helped boost tourism and investment.
Melbourne – $625,000: Minimalism for Tourists
In 2009, the city of Melbourne unveiled a new blue-green minimalist logo. Total cost: $625,000.
Who designed it? Landor Associates. The fresh look helped position Melbourne as a modern, welcoming city.
Why so expensive? The budget included market research and a global tourism campaign promoting the city as a destination.
London 2012 Olympics – $625,000: A Controversial Design
The logo for the 2012 London Olympics cost $625,000 — making it the most expensive in Olympic history.
Who designed it? Wolff Olins. Their abstract design faced backlash for being “sloppy” and even for having suggestive imagery.
Why so expensive? The price reflected the scale of the event and the bold marketing ambitions. Still, the public never really warmed to the design.
Pepsi – $1.2 Million: A Million-Dollar Smile
In 2008, Pepsi redesigned its iconic tri-color circle to include a “smile.” The rebranding cost $1.2 million.
Who designed it? Arnell Group. The smile was meant to make the brand feel more friendly, but critics mocked the design, even comparing it to Barack Obama’s 2008 campaign logo.
Why so expensive? The cost covered global market research and advertising. But most consumers barely noticed the change, turning the redesign into more of a head-scratcher than a success.
BBC – $1.8 Million: A Minimalist Debate
In 2021, the BBC refreshed its iconic monochrome logo — spending around $1.8 million to do so. The changes? A gray background and a slightly tweaked font.
Who designed it? The designers remain unnamed. The new look faced major criticism, with many questioning whether such a small update justified the huge cost.
Why so expensive? The budget included a full brand rollout across broadcast and digital platforms. But controversy over the value of the update continues.
ANZ – $15 Million: A Blooming Symbol of Trust
Between 2010 and 2012, the Australia and New Zealand Banking Group (ANZ) spent $15 million on a new logo — a blue flower symbolizing trust and stability.
Who designed it? M&C Saatchi. The logo was seen as a success, reinforcing ANZ’s position as New Zealand’s largest bank.
Why so expensive? Two years of brand development and extensive marketing campaigns helped cement ANZ’s visual identity.
Posten Norge – $55 Million: Mail Worth Millions
Norway’s postal service, Posten Norge, underwent a major rebrand in 2008, launching a red-and-gray sphere symbolizing global reach. Cost: $55 million.
Who designed it? The designers remain behind the scenes, but the project was part of a broader national campaign. The logo was praised for its simplicity and connection to Norwegian identity.
Why so expensive? The cost included overhauling infrastructure — from mailboxes to vehicles. The rebrand was considered a success, modernizing Posten’s image.
Accenture – $100 Million: Minimalism with a Mission
In 2001, Andersen Consulting rebranded as Accenture, debuting a sleek new logo — a simple arrow pointing forward. The rebrand cost a staggering $100 million.
Who designed it? Landor Associates. The arrow represented forward momentum. Interestingly, the name “Accenture” was coined by an employee in Norway, inspired by the words “accent” and “future.”
Why so expensive? The rebrand was triggered by Andersen’s collapse. The cost covered global updates to offices in over 120 countries. The logo received mixed reviews but became a recognizable symbol.
British Petroleum (BP) – $210 Million: The Oil Giant’s “Green” Illusion
In 2000, BP tried to go green, investing $210 million into a rebrand that featured a yellow-green sunburst — meant to symbolize solar power and sustainability.
Who designed it? Once again, Landor Associates. The new logo was met with skepticism, especially after BP’s 2010 Deepwater Horizon oil spill. The “green” image quickly came to symbolize corporate hypocrisy.
Why so expensive? The budget included redesigning thousands of gas stations, documents, and vehicles. Critics argued the logo wasn’t worth the cost — especially after the environmental fallout.
Symantec – $1.28 Billion: The Most Expensive (and Controversial) Logo Ever
The world’s most expensive logo belongs to cybersecurity giant Symantec. After acquiring VeriSign in 2010, Symantec incorporated VeriSign’s famous checkmark into its brand — for a jaw-dropping $1.28 billion.
Who designed it? The checkmark design was attributed to the agency working with VeriSign, though no specific names were revealed. Ironically, the logo has been labeled one of the biggest design flops ever — uninspiring and poorly received.
Why so expensive? Most of the cost stemmed from the acquisition and a complete overhaul of Symantec’s brand identity across offices, platforms, and marketing campaigns. The logo never became the cybersecurity icon it was meant to be — a billion-dollar lesson that money can’t buy success.
Fun Fact: Some of the world’s most iconic logos cost almost nothing. Nike’s swoosh was created for just $35, and Coca-Cola’s logo was sketched for free by the company’s accountant. Proof that creative genius matters more than budget.
image on top: Aleksandr Burzinskij / Unsplash
