Why do companies pay SO MUCH for design??
Out of context: Reply #15
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- voiceof0
Other than the overhead, testing, planning deployment etc... that large design/branding agencies have to pay to stay in business what it all really boils down to is a memorable identity is worth more to a global company than it is to your local bar.
The pepsi logo and brand identity is going to seen by millions and is going up against other companies with millions to spend on marketing and if the do it right they will see much more profit due to recognition from the design than the local bar would. Both the business and the design firm know this and charge (or pay) accordingly.
If somebody said "write me a song" and you knew they were going to make millions from singing it you're going to charge more (or get royalties) it's common sense.