The second most expensive logo ever cost $211,000,000 (BP's rebranding in 2008)....

The second most expensive logo ever cost $211,000,000 (BP's rebranding in 2008). How can a logo cost that much? More importantly, how can you ever come close to charging that much for a logo design? It's all about process. Here's a wonderful example of good process in brand identity: http://buff.ly/1Hi4sN4