One would wonder why a brand would spend a whopping $1,280,000,000 on a logo. However, a trip down the memory lane would make things clearer. Symantec acquired Verisign. When they did, they became owners of all the resources Verisign once possessed. These resources included their logo (which has been associated with reliability & trustworthiness over the years). This logo is a simple tick, but it means a whole lot. It is a tick for verification of security certificates (SSL) needed by every e-commerce website. They decided to incorporate it to their own Symantec logo, hence the cost.
Symantec Brand & Acquisition Logo and Norton by Symantec logo.
2. British Petroleum Logo & Marketing - $210,000,000
In 2002, British Petroleum paid for the second most expensive logos in history. The reason for making a logo of $210,000,000 is not farfetched. The mess suffered by British Petroleum; the oil spill in the Gulf of Mexico was the reason for the design of a new logo. Following the farce, the company became a point of reference for online jokes and there were numerous fake logos that accompanied these jokes. Hence, a new logo was created by the company in a bid to control the damage. Till today, this logo of theirs remains.
The simple looking logo of Accenture; consisting of its name written in lower case with an accent just on the top costs $100,000,000. It is surprising to hear that this logo was picked over 50 other designs. Accenture changed its name just after separating itself from Anderson Consulting Group. Of course, a new company deserves a new logo to identify its brand within a given industry. Accenture has achieved this feat; now known as a giant in its industry. The logo can never be mistaken for another.