I concede on the example of Twitter; that said, I had no idea that was Twitter's logo. I thought their word mark was their logo, and perhaps this helps make my point regardless: did you know that Twitter's logo was a bird on a tree? That particular bird on a tree?

Anyhow, as I've said elsewhere in this thread my beef is with folks who think your logo is your brand, and that a brand is something you can do in Photoshop if you have some good fonts installed. It's not just wrong, it's damaging business advice.

I could also cop out and say that both Twitter and Nike have spent a lot more than $15 and $35 on their brand, regardless of the cost of their original logos.

If you'd like to see the price of a logo taken to the other extreme, take a look at Pepsi's last redesign effort. Hint: It involved gravitational pull.

http://bunnitude.com/misc/files/pepsi_gravitational_field.pd...

Pretty insane, but they reportedly paid hundreds of millions of dollars for the total rebranding effort, so I guess the design firm needed to come up with some sort of justification for the bill.