How to Price a Rebrand: What Agencies Actually Charge and Why

Ask five agencies to price a rebrand and you will get five numbers that look unrelated. They are not: agencies are pricing different scopes under the same word. "Rebrand" can mean a new logo, a refreshed identity, or a full strategic reinvention — and those are different projects with different prices.

The three tiers, honestly priced

• Refresh ($5,000–$15,000). Same strategy, same name, updated logo, colors, and templates. Right when the brand is healthy but looks dated. Timeline: 3–6 weeks.
• Rebrand ($15,000–$75,000). New strategy, positioning, identity, voice, and a brandbook, plus rollout templates. Right when the business outgrew the brand. Timeline: 8–14 weeks. Our rebrands start at $5,990 for small businesses and scale with scope — see the full pricing breakdown.
• Reinvention ($75,000+). New name, new strategy, research, naming, trademark support, and a managed rollout across every touchpoint. Right after a pivot, merger, or market shift. Timeline: 4–9 months.

Most founders asking for a "rebrand" actually need a refresh, and most founders asking for a "refresh" actually need a rebrand. The difference is strategy: if your positioning, audience, or offer changed, new visuals on old strategy will look fresh for six months and then fail again. Our rebranding checklist helps you tell which one you are.

What drives the price inside a tier

Four things move the number. Research depth: interviews and audits cost more than a workshop alone, but they prevent rebrands built on guesses. Deliverable count: a logo and a color palette is one project; packaging, signage, app UI, and a website are five. Decision-makers: every additional approver adds rounds, and rounds are the real cost driver — cap them in the contract. Rollout support: designing the brand is half the job; launching it (announcing, retraining, replacing assets) is the other half, and agencies price it separately. If a quote seems too cheap, one of these four is missing — usually research or rollout.

One more pricing question to settle upfront: fixed fee or hourly? For rebrands, fixed fees with defined rounds are almost always better. Hourly billing rewards slow work and punishes decisive clients, while a fixed fee forces the agency to scope honestly before starting. If an agency will only quote hourly for a rebrand, treat that as a missing process, not a flexible offer — and get the fixed-fee alternative in writing.

How to compare quotes without getting fooled

Never compare totals — compare line items. Ask every agency for the same breakdown: strategy deliverables, identity deliverables, number of concepts and revision rounds, brandbook scope, and what rollout help is included. A $30,000 quote with three concepts, two rounds, and a full brandbook is cheaper than a $20,000 quote with one concept, unlimited rounds (which means no process), and no guidelines. Also ask who actually does the work: senior strategists or junior designers supervised loosely. And check the portfolio for businesses your size — a great enterprise rebrand tells you nothing about a $40,000 small-business project. Our case work for La Vi Coffee shows what a scoped small-business rebrand looks like in practice.

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