Companies such as Pepsi spend millions of dollars on their logos, but some iconic logos such as Google and Coca-Cola didn’t cost a single penny and they have remained almost unchanged since they were originally designed. This may well be due to their clever use of colours and the psychology of emotions behind them.

On the other hand, having an elite logo is well worth the cost. Some logos, like Apple or Nike, are so powerful they don’t even need word-marks to be recognizable. In fact, psychologists proved that famous logos are so wired into our brains, that at the age of 2 kids can already link a product with its logo in 67% of cases.

Did you know that before Nokia became a tech giant it was first a wood pulp mill by Nokianvirta river and its original logo was a fish? Their road to “connecting people” was really long.

Apple’s road has also been bumpy. Their first logo depicted Isaac Newton sitting under a tree, an apple dangling precipitously above his head. It doesn’t resemble Jobs’s puritan style at all.

And there are many more examples. Google’s first logo was made in a free graphics program GIMP, while the original twitter logo was bought on iStockPhoto for $15. Canon’s original logo meanwhile was much more Japanese and looked completely different, and IBM’s first logo had a T in it, because in 1888 they produced tabulating machines.

Find out more from the inforgraphic below: