A little money can go a long way - Nike paid $35 for their logo and Twitter paid $15 for their first logo.
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The 2012 Olympic logo apparently cost £400,000 (a significant chunk of the Olympic budget) straight into the coffers of a design company. I have always wondered why they didn't have a national schools competition to design it, and the winning school gets a batch of new computers and books etc. Ironically, the logo actually looks like it was designed by a child.
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