The Marketer magazine this month has a section on the cost of logos and corporate identities.
According to the magazine, Twitter paid £10 to a photostock page for its bird logo, Nike paid £22 for the swoosh, Glasgow 2014 Games – £120,000, London 2012 – £400,000. The prices are hugely variable and of course it makes good editorial reading.
What the article fails to cover is the time involved thinking about the marketing strategy, customer consultations, design, testing, alterations, brand applications etc which have to be considered in a workable and growth enhancing brand strategy.
Like any business investment, there is a need to understand what the brand will do for the organisation, now and in the future and the level of sophistication required in the process.
After the brand has been created, it is all about visibility and employee and stakeholder belief.