Most Expensive Logo Designs​

 

Posten Norge 

Estimated Cost: $55,000,000

Take a look at this example from the Norwegian National Post Service, Posten Norge. This case centers around rebranding, and visual logo redesign. The reasoning behind the change was modernization. And as you can see, the old logo is quite traditional and outdated as far as design goes.

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This included a new brand identity for Norway Post and Bring, which included 10000 vehicles, 80-tons-worth of staff uniforms, 300 IT systems, 1398 post offices and 275 containers for 20000 employees. The sole scale of it shows us that it was an important update.

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The total cost of $55 million seems ridiculously high, but it turns out that it helped strengthen the bond between Norwegian Post and the people of Norway. The process started in 2008 and lasted for several years, with Bring having the silver-green combination for its corporate colors.

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BP 

Estimated Cost: $200,000,000

According to The Telegraph, the logo, created by Landor, cost about £4.6 million, but including the rollout of the logo across properties and collateral, the total cost was £136 million over two years. Though the costly redesign was criticized by some for being overly expensive and even disingenuous, from a marketing perspective it was considered successful in rebranding the company as more environmentally-friendly.

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I Love New York 

Estimated Cost: $16,000,000

In 2007, Saatchi & Saatchi won the contract to take over the I Love New York campaign, with a budget of $16 million. By this point, NYC was already a world-class destination that attracted major tourism every year. The goal of the new campaign was: “To make I LOVE NEW YORK speak to the entire state.

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City of Belfast 

Estimated Cost: $280,000

As a city with a notorious and violent reputation, Belfast needed something to attract fresh faces. And what better way to do it than with a fresh, new, and modern logo to represent this up-to-date metropolis that has a lot to offer. The simplicity of the easily-recognizable heart shape with “Belfast” written inside gives it an enthusiastic new look.

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This campaign included a huge amount of promotional material in several colors (lime, blue, fuchsia, maroon, and aqua etc.). To add to this, the city of Belfast invested in micro-promotions, like stickers and free colorful balloons in the streets, the day new design launched.

Are You Paying Too Much For Marketing Collateral?

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Content that describes your product, and how it’s differentiated, in a language that resonates with the target audience - Marketing Collateral.

 

The Internet has fundamentally changed the way we approach marketing collateral. In many (if not most) markets, people turn first to the Internet to find out more about your product. Brochures, catalogs, and spec sheets have all started to appear online … but print collateral is not dead. Salespeople still rely on it, and it’s still common to have print collateral at meetings, showrooms, trade shows, and public events, and there are industries in which it’s common to mail marketing collateral to customers, distributors, and dealers.

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So print collateral still has its place, but it’s vital to provide the content on your website as well. This is bad news for business: now they have to pay the cost of managing their website, that content and print collateral. Certainly there is some overlap, such as the actual content creation, and money can be saved by letting salespeople and dealers download current marketing material and print it out locally, but you’re still ultimately paying for two mediums, when you used to only have to worry about one.

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Tablets have found a useful niche as a market collateral delivery channel. Not only can they be passed around like a brochure or spec sheet, but you can also invest in interactive material, such as videos, animations, and calculators. And if the potential customer wants something to take home, whatever marketing material they’re interested in can be emailed to them directly from the tablet.

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Use the right vendor for the right projects. An agency and costlier marketing support companies are great for specific projects and use good freelancers for common projects where money can be saved, and time also.

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The hidden costs are difficult to measure, but they are there. Even when we take that out of the picture, the investment in a tablet-based sales tool can pay for itself surprisingly quickly when just considering printing costs. For example, for a company with 60 products that are updated, on average, 2 times a year, that has 20 dedicated salespeople, 10 dealer/distributors, and 500 customers who receive product literature directly, investing in a tablet-based sales enablement tool pays for itself in three years (with a favorable 5-year NPV even for modest required rates of return). It’s a greener option, with less management and coordination overhead, and your sales staff always has access to up-to-date information in a way that’s easy to share with customers.

So is a sales tool right for your company? It all depends on your situation.

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Marketing Collateral will always be needed, it's just how will it be presented to a prospect.

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