The first logo, or trademarked brand symbol, dates back to the 1870s. The evolution of logos has allowed this symbology to become a critical attribute of any brand despite their industry. If executed correctly, a logo can represent a brand in absence of a name.

It is fair to say that a logo is probably one of the most important icons that a brand or product has. When it is used via signage, collateral or in advertising mediums, it becomes your identity. That is why when you design a logo it should be a visual embodiment of what you want the consumer to take away.

What does it says about you? Are you established, strong, reliable, a quality product? Are you current and viable to an ever-changing society? That is why logos should always be viewed as fluid and able to be modified. Very few brands stay with their initial logo. As a company's relevance changes, so does the look of their logo.

According to Ludlow’s Art Director, Abby Wood,

“I have been told many times as a graphic designer that, ‘It must be nice to get paid to paint and draw all day…or whatever it is you do.’ I wish my job were that simple. Lets take logo design as an example. I am sure everyone believes it is as simple as a sketch on a cocktail napkin, which in some instances is true, but in most cases so much more goes into it.

Who is the client? What emotion are they attempting to evoke? What colors will suit the business? What colors will evoke the emotion that suits the business? Who is the audience? How will this logo be used: letterhead or the tail of an airplane or both plus everything in between? What already exists in the industry? AHHHHH!

After the initial research comes, the creative brainstorm or in layman’s terms, hours upon hours of sketches then revisions…then revisions…then more revisions.  After creating about 50 or more digitally rendered comps from the sketches, the client decides they are going to go with the very first one you designed two weeks ago. Still sound simple? The process of logo design or any design for that matter is far from effortless, but when you get to see your symbol representing an entire brand splattered across the world, or just in my office for the moment, it makes the evolution that much more rewarding.”

The stories behind today’s most beloved brands are incredibly interesting. From agencies to bookkeepers, the design of each brand’s logo has a unique history. Ever wonder the price of the Nike "swoosh" or the Twitter bird?

Leave us a comment and tell us if you were surprised by the price of the following logos!

Nike "Swoosh," $35, Designed by graphic design student Carolyn Davidson, 1971

Twitter, $2-6, iStockphoto designed by Simon Oxley

Pepsi, $1,000,000, Designed by New York-based Arnell Group, 2008

Coca-Cola, $0, Designed by the founder's bookkeeper Frank M. Robinson

British Petroleum, $211,000,000, Designed by creative agency Landor Associates, advertising agency Ogilvy & Mather and the PR consultants Ogilvy PR

Google, $0, Designed by Google's co-founder Sergey Brin

logo images and price information courtesy of (C) Huh. Magazine