Yes, it's grift that helps insulate branding/marketing/executives from any negative consequences of the logo change.
If they paid 2 million dollars they can say the problem was their consultant, or that they just couldn't have known, they did their best or whatever.
If they paid the same guy to make the same logo but they paid him $30,000 to spend half a year drafting logo proposals back and forth, then their ass is more firmly on the line when people drink 3% less pepsi the next year.
I particularly like the ones where they go through and spend millions on the redesign and millions more updating all their stationary and signage etc etc and it goes through hundreds of internal people and nobody says anything, and then the first person from the public sees it and says "that looks like a dick lol"
Yes, it's grift that helps insulate branding/marketing/executives from any negative consequences of the logo change.
If they paid 2 million dollars they can say the problem was their consultant, or that they just couldn't have known, they did their best or whatever.
If they paid the same guy to make the same logo but they paid him $30,000 to spend half a year drafting logo proposals back and forth, then their ass is more firmly on the line when people drink 3% less pepsi the next year.
I particularly like the ones where they go through and spend millions on the redesign and millions more updating all their stationary and signage etc etc and it goes through hundreds of internal people and nobody says anything, and then the first person from the public sees it and says "that looks like a dick lol"
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