A rebrand has two prices: the design fee, and the cost of replacing everything that carries the old brand. With an experienced freelance designer, the design fee for a rebrand that replaces the visual identity is €3,500 to €5,000, and for a rebrand that also has to cover packaging, signage, collateral and strategy it starts at €6,000, most often €7,000 to €10,000. The second price, the rollout, is the one most businesses forget to budget.
Why a Rebrand Does Not Have One Price
Ask three designers what a rebrand costs and you will get three numbers, because the word covers two different jobs. One business wants a new identity to replace a logo it has outgrown. Another needs a new identity and a packaging system, new signage across several locations, a strategy phase to reposition, and a launch. Both call it a rebrand. The first is a Complete identity project. The second is a Full System project. The difference in price is not the designer being expensive, it is the second job being three times larger.
So the useful first question is not what a rebrand costs. It is which of the two rebrands you are doing. If you are not sure whether you need a rebrand at all, my rebrand or brand tweak test settles that first, and the complete rebranding guide walks through the whole process.
The Two Tiers a Rebrand Lands In
These are my 2026 tiers, with the rebrand case for each. USD figures are approximate conversions.
| Rebrand type | Tier and price | What it covers |
|---|---|---|
| Identity rebrand The logo and visual system are replaced. The business, its products and its physical footprint stay as they are. | Complete, from €2,500 (approx. $2,750). Most rebrands €3,500–€5,000 | New logo system, colour palette, typography, brand guidelines PDF, social media kit and templates, stationery |
| Full system rebrand The identity is replaced and so is everything it lives on: packaging, signage, print, and often the positioning underneath. | Full System, from €6,000 (approx. $6,600). Most rebrands €7,000–€10,000 | Everything in Complete, plus in-depth strategy and research, packaging, signage and marketing collateral, motion graphics, more concept directions and priority timelines |
A worked example from my brand identity design cost guide: a twelve-person consultancy rebranding after eight years, with an outgrown 2018 logo and three people producing decks with no shared rules, is an identity rebrand at €3,500 to €5,000. Add a positioning phase before design, or a website alongside the identity, and it moves up. Add packaging or signage and it becomes a full system rebrand. The same tiers are on my FAQ page.
What Pushes a Rebrand Quote Up
Within either tier, these are the factors that most often add to the design fee.
- Strategy before design. If the business is changing what it does or who it serves, positioning and messaging have to be settled before anyone draws. That is a phase, not a meeting.
- A name change. Renaming adds naming rounds, availability checks and trademark clearance, and it turns every rollout item into a mandatory replacement. I cover the order of operations in what a corporate rebrand should change first.
- Number of applications. Every place the brand lives is an item to design: each product line, each location, each vehicle, each template.
- Heritage to protect. A brand with a loyal audience needs the new identity tested against the old one so the change does not read as a loss. My heritage rebrand backlash test is how I do that.
- Stakeholders. A founder approves in a week. A board, a franchise network or a parent company approves in rounds.
- Launch. Announcing the change is its own piece of work, with its own assets. How to do it well is in how a rebrand should be launched.
The Second Price: Rollout
The design fee is usually the smaller part of a rebrand's total cost, and it is the only part the designer controls. The larger part is replacing everything that carries the old brand. Depending on the business, that means reprinting packaging and stock, replacing signage and vehicle graphics, new uniforms, updating the website and every directory listing and social profile, re-shooting product photography, and the staff time spent explaining the change to customers.
None of that appears on a design quote, and all of it appears on the business's bank statement. It is the reason a rebrand can cost more than a first brand identity at the same design fee: a new business has nothing to replace. When you budget, add up the physical and digital assets that will have to change before you ask for a design quote, because that list tells you whether you can afford a full rebrand or should plan a refresh.
How to Keep the Cost Down
- Decide refresh versus rebrand honestly. Keeping a sound core mark and updating the system around it cuts the design fee and, more importantly, avoids the rollout bill.
- Fix the deliverables list before asking for quotes. Every item you name removes a guess from the number.
- Phase the rollout. Digital first, then print as stock runs out, then permanent signage. Most businesses can spread the second price over a year.
- Do not let it look generic. The most expensive rebrand is the one you have to do again. The warning signs of a generic rebrand are worth reading before you approve a direction.
Want to know which rebrand you are doing and what it would cost? The logo brief takes about ten minutes and gives me everything I need to quote precisely, or book a free consultation.
Frequently Asked Questions
How much does a rebrand cost?
With an experienced freelance designer in 2026, a rebrand that replaces the visual identity is a Complete project at €3,500 to €5,000, and a rebrand that also has to cover packaging, signage, collateral and strategy is a Full System project from €6,000, most often €7,000 to €10,000. Studios and agencies start at €5,000 and €20,000 respectively. The design fee is usually the smaller part of the total once reprinting and replacing everything that carries the old brand is counted.
Is a rebrand more expensive than a first brand identity?
The design fee is similar for the same scope. What makes a rebrand cost more overall is everything outside the design: replacing signage, packaging, vehicles, uniforms and printed stock, updating the website and every listing, and the time spent telling customers what changed. A first identity has none of that.
Can I reduce the cost of a rebrand?
Yes, mainly by deciding honestly whether you need a full rebrand or a brand refresh that keeps the core mark. Keeping the logo and updating the system around it can cut the design fee and, more importantly, avoids replacing every physical asset. A clear brief and a fixed list of deliverables also keep the quote down.
Sources: the tiers, prices and the consultancy example are the same figures published in my brand identity design cost guide and on the FAQ page, updated for 2026. The studio and agency entry figures are the market tiers from that guide. The rollout costs and the factors that move a quote are my analysis from delivering rebrands, not a survey. Every project starts with a free consultation, so the number that matters is the one on your quote.