> but I know how much work companies are doing for the 400k price tags
I absolutely agree, by far the biggest portion of most redesigns isn't so much "just" the logo, it's changing the whole corporate design that is attached. Letterheads, website, slide design, business cards etc. etc. etc.
That is obviously only the case if you already have an established brand and established corporate culture. The small startup with just a handful of people doesn't have to worry to much (since not much is in place), but if you need to ("retroactively") change the specs for thousands of workers, subsidiaries etc, that quickly ramps up the price and the amount of work needed.
I absolutely agree, by far the biggest portion of most redesigns isn't so much "just" the logo, it's changing the whole corporate design that is attached. Letterheads, website, slide design, business cards etc. etc. etc.
That is obviously only the case if you already have an established brand and established corporate culture. The small startup with just a handful of people doesn't have to worry to much (since not much is in place), but if you need to ("retroactively") change the specs for thousands of workers, subsidiaries etc, that quickly ramps up the price and the amount of work needed.