Columbia Association spent US$80k on their new logo. Part of that cost was the marketing of the new logo and why they did it.
Here’s a video they created to explain the new logo.
Part of the reason for the change was that the CA didn’t own the copyright to the image of the People Tree and after exploring options to purchase it decided a new logo was the best option
CA Board Member Tom Coale wrote on his blog, HoCo Rising, the “CA decided to move forward without soliciting proposals from the community. While Columbia residents were a high priority throughout the process, they were not a decision-maker here. That was a risk and one I think the CA staff overcame with a successful product.”
See the full article here