A rebrand can cost anywhere from $5,000 to $100,000+. The range is huge because "rebrand" means different things to different people. Here's how to figure out what you actually need.
The word "rebrand" covers everything from refreshing a logo to completely reinventing a company's identity, messaging, and market position. That's why the cost range is so wide — you're not comparing the same thing.
Here's what each level of rebranding actually involves and what it costs.
Brand Refresh: $3,000 – $10,000
A brand refresh updates the visual elements without changing the core identity. You're keeping the essence of who you are but modernizing how it looks. This typically includes:
- Logo refinement (not a complete redesign — an evolution)
- Updated color palette
- Modern typography
- Refreshed brand guidelines
- Updated business card and basic collateral
A refresh makes sense when your brand's foundation is solid but the execution feels outdated. It's the most cost-effective option and the least disruptive to your business.
Partial Rebrand: $10,000 – $30,000
A partial rebrand goes deeper — new logo, new visual identity, potentially new messaging — but keeps some elements of the existing brand. Maybe you keep the company name but change everything else. Or you keep the visual identity but completely rework your positioning and messaging.
This level usually includes:
- Brand strategy (positioning, audience, messaging)
- New logo and visual identity system
- Comprehensive brand guidelines
- Key collateral redesign
- Website redesign to match the new brand (sometimes included, sometimes separate)
A partial rebrand is the right move when your business has evolved significantly but you don't need to start completely from zero.
Full Rebrand: $30,000 – $100,000+
A full rebrand is a ground-up reinvention. New name (sometimes), new logo, new visual identity, new messaging, new brand voice, new everything. It's the nuclear option — expensive, time-consuming, and risky, but sometimes necessary.
This typically includes everything in a partial rebrand plus:
- Naming (if applicable)
- Extensive market research and competitive analysis
- Brand architecture (if multiple products or divisions)
- Internal brand rollout and training
- Signage, vehicle wraps, uniforms, and environmental design
- Launch campaign
Full rebrands are usually triggered by mergers, major pivots, or situations where the existing brand has become an active liability.
The Hidden Costs
The brand identity itself is just part of the cost. Don't forget:
Website. A rebrand almost always requires a website redesign. Budget $5,000-25,000 on top of the brand work, depending on complexity.
Collateral. Business cards, letterheads, presentation templates, social media profiles, email signatures — everything needs to be updated. Budget $2,000-5,000 for the design and production.
Signage and physical assets. If you have office signage, vehicle wraps, or branded merchandise, replacing all of it adds up quickly.
Time. A rebrand takes attention away from running the business. Factor in the time you and your team will spend in workshops, reviews, and decision-making.
How to Get the Most Value
Start with strategy. Don't jump to design. Understand why you're rebranding and what success looks like before you pick colors and fonts.
Bundle with your website. If you're rebranding and redesigning your website, doing them together with the same team saves money and ensures consistency.
Phase the rollout. You don't have to update everything on day one. Launch the new brand on your website and digital channels first, then roll out physical materials over the following months.
Invest in guidelines. Good brand guidelines pay for themselves by eliminating inconsistency. Every time someone on your team has to guess how to use the brand, it degrades. Guidelines remove the guessing.
Is a Rebrand Worth It?
If your brand is actively hurting your business — losing deals, attracting the wrong clients, or failing to communicate who you actually are — yes. The ROI of a good rebrand is measured in deals won, not just design quality.
If your brand is working fine but just feels stale, a refresh is probably all you need. Save the big investment for when it'll make a real business impact.
We do both — full brand identity systems and targeted refreshes. Let's figure out what makes sense for where you are right now.