Marketing What popular logos really mean to consumers Swedish designer Viktor Hertz pulls no punches in his reworking of 12 popular brand logos. By Susan Young@sueyoungmediaSept. 7, 2011 SHARE Ragan Insider Premium Content For instance, the Apple logo has been tweaked with the words “Appearance Costs.” To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.