A logo might look simple – a shape, a name, a colour – yet behind some of the world’s most iconic designs lie staggering investments
From global corporate makeovers to strategic brand acquisitions, companies have spent millions (or even billions) on their visual identities. In this post, I rank the top 10 most expensive logos in the world and explain why investing in a logo sometimes goes well beyond just “pretty graphics.”
1. Symantec Brand Acquisition
~NZ$2.11 billion
At first glance, spending over a billion dollars on a logo sounds absurd. But in Symantec’s case, the cost wasn’t for a logo redesign in the traditional sense.
In 2010, Symantec acquired the VeriSign checkmark, a symbol already deeply associated with online security, trust, and credibility. By purchasing the brand assets outright, Symantec was able to incorporate the checkmark into its own identity – instantly strengthening its reputation in the cybersecurity space.
This deal was valued at roughly US$1.28 billion, which converts to about NZ$2.11 billion – making it the most costly brand investment tied to logo equity in history.
This wasn’t about aesthetics. It was a strategic investment in trust.
2. BP (British Petroleum) Logo & Marketing
~NZ$350 million
In 2000, British Petroleum undertook a massive rebranding project at a cost of around US$211 million (~NZ$350m).
BP’s green and yellow “Helios” logo is one of the most recognisable energy brand symbols in the world. Introduced as part of a major rebrand, the logo was designed to soften BP’s image and position the company as environmentally conscious.
Named after the Greek god of the sun, the crown-like, flower-inspired design evokes ideas of energy, nature, and renewal. The cost covered far more than the logo itself – including signage, marketing, and global implementation across thousands of locations.
3. Accenture Logo Design
~NZ$165 million
Accenture’s logo appears deceptively simple: lowercase lettering, a greater-than symbol above the “t,” and a clean, modern typeface.
But that greater-than symbol does a lot of heavy lifting. It represents progress, forward thinking, and ambition – key values for a global consultancy specialising in technology and management.
The investment reflected not just the logo, but a full brand repositioning designed to communicate “high performance, delivered” on a global scale.
4. Posten Norge
~NZ$90 million
Posten Norge, Norway’s national postal service, has been operating since the 1600s. In 2008, the organisation invested heavily in modernising its brand, with the Posten Norge rebrand costing around US$55 million (~NZ$90 m).
The resulting logo – a simple red and grey sphere paired with lowercase typography – feels contemporary and understated. The cost of the rebrand included design development, signage, vehicles, uniforms, and nationwide rollout across an essential public service.
5. ANZ Bank
~NZ$24.8 million
ANZ’s current logo emerged from the merger of two banks operating across Australia and New Zealand, costing roughly US$15 million (~NZ$24.8 m). The design combines the abbreviated name “ANZ” with a stylised lotus symbol in the brand’s longstanding blue.
According to ANZ, the three elements of the lotus represent Australia, New Zealand, and the Asia-Pacific region. Designed by M&C Saatchi, the logo needed to convey stability, trust, and regional strength – critical qualities for a major financial institution.
6. BBC
~NZ$3 million
The BBC’s logo is a masterclass in restraint. Three white letters, set inside three black squares, instantly recognisable across television, radio, and digital platforms worldwide.
First introduced decades ago and refined in 1997, the logo has been updated subtly over time rather than reinvented. Its simplicity is precisely what makes it effective – easy to reproduce, easy to recognise, and timeless.
The 1997 logo update wasn’t just graphic design, it involved an entire corporate identity rollout across broadcast, print, and web platforms, with costs estimated at around US$1.8 million (~NZ$3 m).
7. Citibank
~NZ$2.47 million
Designed by famed Pentagram partner Paula Scher, the Citibank logo was famously sketched during a meeting and reportedly cost about US$1.5 million (~NZ$2.47 m).
The red arc over the “t” cleverly references both an umbrella and a bridge, subtly conveying protection and connection. For a global bank operating in dozens of countries, the logo needed to be adaptable, clear, and trustworthy – and the price reflects that responsibility.
8. Pepsi
~NZ$1.65 million
Pepsi’s logo has evolved many times since its beginnings as “Brad’s Drink” in the late 1800s. The familiar red, white, and blue palette has remained a constant, tied closely to American identity.
The current “Pepsi Globe,” introduced in 2008, streamlined the brand’s visual identity while maintaining its iconic circular form – originally inspired by a bottle cap. Its simplicity allows it to work across everything from billboards to drink cups, clothing, and packaging.
The evolution of the logo reportedly ran around US$1 million (~NZ$1.65 m). This included strategic brand positioning and creative development with a major agency.
9. London 2012 Olympics
~NZ$1 million
The London 2012 Olympic logo sparked debate when it was released, with its angular, abstract representation of the year “2012.”
Designed by Wolff Olins*, the logo was intentionally bold and disruptive, aiming to reflect energy, diversity, and modern London. While controversial, it was undeniably distinctive – and recognisable worldwide.
The logo cost about £400,000 (~NZ$1 m) for its creation, with additional global rollout costs on top.
*The Wolff Olins agency designed many other famous brands, including the original Apple Records logo (The Beatles' label), the distinctive orange logo for telecom company Orange, the identity for Tate Modern, and rebranding for giants like Google Workspace, Uber, and the Metropolitan Museum of Art (Met).
10. City of Belfast
~NZ$460,000
Cities, like companies, rely on branding to attract visitors and investment. Belfast’s heart-shaped logo, designed to convey warmth, inclusion, and welcome, cost around US$280,000 (~NZ$460k).
Although it didn’t stand the test of time and was later replaced, the project highlights how branding decisions – especially in the public sector – can attract strong opinions and scrutiny.
So… Is It Worth It?
Whether a logo is “worth” hundreds of thousands – or even millions (or billions) – of dollars is always open to debate.
What’s clear, though, is that for organisations operating at scale, a logo is far more than decoration. It’s a visual shorthand for trust, reputation, and identity – and when done well, it becomes an asset that lasts for decades.
