When Blue Ribbon Sports (founded in 1964) changed its name to Nike in 1971, they got their logo redesigned. They paid the logo designer US$35 for the iconic Nike swoosh.
When Pepsi (founded in 1965) decided to redesign their logo in 2008, they hired a design agency and paid them US$1,000,000 for the new logo.
Is the Pepsi logo one million times better than the Nike swoosh? I don’t think so.
Was the design agency’s effort a million times more than the logo designer’s? The effort put in by the former is probably higher than the latter. But a million times more? No way!
Then why did the decision-maker(s) in Pepsi believe that the new logo was worth at least a million dollars?
