If you'd like to see the price of a logo taken to the other extreme, take a look at Pepsi's last redesign effort. Hint: It involved gravitational pull.
Pretty insane, but they reportedly paid hundreds of millions of dollars for the total rebranding effort, so I guess the design firm needed to come up with some sort of justification for the bill.
http://bunnitude.com/misc/files/pepsi_gravitational_field.pd...
Pretty insane, but they reportedly paid hundreds of millions of dollars for the total rebranding effort, so I guess the design firm needed to come up with some sort of justification for the bill.