While BP spent a whopping $221 million on redesigning its look in 2008, Coca-Cola (recently named the world's most valuable brand) got its original iconic logo for free.
Trendland has come up with a graphic outlining what some top brands have spent on crafting their identities, though it's not entirely clear whether that figure is just for design work or whether it includes the cost of new marketing campaigns.
It's largely based on work from Stock Logos, whose fuller post also includes the cost of the ANZ Bank rebrand in 2009 ($15 million) and that of Melbourne city the same year ($625,000).
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).