Physical changeover of signage at all sites with the logo is another big cost. It usually must all be done at around the same time which often means higher after hours costs. For BP, this means all of their petrol stations.
Not to mention letterheads, business cards, envelopes, labels, internal paper forms. Both the sign and the printing industry benefit when a company rebrands.
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They didn't pay $100m for a "logo", they paid for brand identity, marketing, they paid for their entire image to be changed. Same with BP.
Physical changeover of signage at all sites with the logo is another big cost. It usually must all be done at around the same time which often means higher after hours costs. For BP, this means all of their petrol stations.
Not to mention letterheads, business cards, envelopes, labels, internal paper forms. Both the sign and the printing industry benefit when a company rebrands.