Nike, Coca-Cola, and Google have never spent more than $35 for their logos, yet are instantly recognizable. On the other hand, British Petroleum spent around 200 million dollars on its logo and marketing, but the oil spill fiasco meant that their “green” rebranding fell flat.
The London Olympics logo was designed at a cost of $625,000 but came under heavy criticism. So, on analysis, an effective logo is one that captures the core values of an organization and is able to communicate that message effectively to the consumer.
Cadbury just confirmed a new logo and bolder packaging for the Dairy Milk bar, for which marketing agency Bulletproof charged almost a million pounds. This new logo is based on the signature of William Cadbury, grandson of founder John, but looking at it, it’s hard to believe that there is any change at all! It is just a thinner and non-italicized version of the current one. Cadbury says that this is a much wider brand refresh and touches many visual assets, but will this slight change be noticed by the end consumer? The new logo captures Cadbury’s history and commitment, but will the cost incurred result in better sales? We wait for Cadbury’s sales numbers for the next year to find out.