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Message: <blockquote data-quote="Thornir Alekeg" data-source="post: 2774033" data-attributes="member: 15651">A few years back I worked for a company (now defunct) where the Director responsible for marketing paid a firm to design a new logo.  I heard they paid more than $100,000 to the firm.  What we got back was a set of eight designs, each of which I thought were terrible.  Executive Management then selected one design to be the new logo and first presented it at the annual meeting of the clinical investigators working with us.  The logo used a series of lines to create "negative space" in the form of a stylized letter C (the company name began with C).By the end of the two day meeting, there were still people who could not see the "C" in the logo (most people kept seeing the image of a strange looking bat).  Every single doctor there asked that we keep the old logo.Shortly after the Director "moved on."</blockquote>