Dominic Smith is a senior writer and content strategist for_Rackspace Digital, the digital marketing infrastructure specialists. Logos are an essential part of a brand’s identity. A great logo encapsulates the personality and promise of the business behind it. Some of the world’s most ubiquitous logos had humble beginnings. In 1975, Carolyn Davidson was paid $35 to develop the Nike logo and the “Swoosh” we’ve come to recognize has remained more or less intact for nearly forty years. Meanwhile, Pepsi paid the Arnell Group $1 million to develop its updated logo in 2008. There are companies who’ve paid tens of millions...

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