How much does a rebrand cost in the UK?

A rebrand in the UK typically costs between £5,000 and £50,000, and the number depends far more on how much strategy sits behind the design than on the size of the studio you hire. A simple visual refresh can start around £5,000. A full rebrand with proper strategy, a new identity and everything rolled out across your website and materials usually runs £15,000 to £50,000. Large, multi-brand transformations go well past £150,000.

That is the short answer. The longer answer is more useful, because "how much does a rebrand cost" is really two questions hiding in one: what does the work involve, and how much of it do you actually need. This guide covers both, with real 2026 market ranges and a straight view on where the money goes.

Typical UK branding and rebrand costs in 2026

These are the ranges you will see across UK studios this year. They are a guide, not a quote. Where you land inside them comes down to strategy, scope and who does the work.

• Logo design only: £500 to £3,000
• Brand starter pack, logo plus the basics: £1,500 to £5,000
• Brand strategy and positioning: £2,000 to £8,000
• Full brand identity: £5,000 to £20,000
• Brand guidelines or style guide: £1,500 to £6,000
• Full rebrand, strategy plus identity plus rollout: £15,000 to £50,000+

Freelancers usually sit 30 to 50 percent below agency rates for the same deliverable. Established agencies with long track records, and any project spanning multiple products, audiences or markets, sit at the top of these ranges or beyond.

Why the range is so wide

The gap between a £2,000 rebrand and a £50,000 one is not mostly markup. It is what happens before anyone opens a design tool.

At the lower end you are buying execution. Someone makes you a new logo and a colour palette, and it looks better than what you had. That can be exactly right if your positioning is already clear and you just need it to look the part.

At the higher end you are buying a process that starts with your market, your customers and your competitors, works out what you should stand for and how you should sound, and only then designs something to carry it. That work is what makes a rebrand move the numbers rather than just tidy up the logo.

The honest question is not who is cheapest. It is what problem am I trying to solve.

If the problem is that the brand looks dated, a refresh will do. If the problem is that nobody understands what you do or why you are different, no amount of new colour fixes that, and the strategy is the part worth paying for.

What drives the cost up or down

• Strategy. Research, positioning and messaging add cost, and they are usually the part that earns its keep.
• Scope of deliverables. A logo is one thing. A full system with guidelines, templates and a new website is another.
• Complexity. Multiple products, audiences, languages or markets multiply the work.
• Stakeholders. More people in the approval chain means more rounds, and rounds cost time.
• Rollout. Applying the new brand across a website, product interface, decks and print is often as big as designing it.

New brand or rebrand: they cost differently

If you are a founder launching something new, you do not need a rebrand, you need a first brand, and you can usually start leaner. A focused identity to get you to market credibly sits in the £5,000 to £15,000 range, and you build on it as you grow.

An established business rebranding has more to unpick and more to replace, which is where the five-figure and higher numbers come from. You are paying to carry equity across from the old brand, not just to make something new.

How to budget for it

One common rule of thumb is to set aside 10 to 15 percent of your projected annual revenue for a full rebrand. On £200,000 of revenue that points at £20,000 to £30,000. Treat it as a sanity check, not a law. A pre-revenue startup and a £5m business cannot budget off the same percentage, and plenty of good rebrands cost less.

Better than a percentage: decide what the rebrand has to achieve, in plain terms, before you look at price. "We need to look credible enough to raise" and "we have outgrown a logo we made in Canva in 2021" are different jobs with different budgets. Price the job, not the fear.

When not to rebrand

Most cost guides will not tell you this, so we will. A full rebrand is often not what a business needs.

If your positioning is sound and the brand just looks tired, a refresh, tightening the logo, updating the palette and type, cleaning up the website, gets you most of the way for a fraction of the cost. If your real problem is that the website is slow, confusing or not converting, that is a web and product job, not a branding one, and a new logo will not fix it. And if you are pre-launch with no customers yet, spending £30,000 on brand strategy before you have proven anyone wants the thing is usually the wrong order.

Spending nothing is rarely right either. But spending on the wrong layer is how rebrands end up feeling like money that vanished.

How to avoid overpaying, or underpaying

Whoever you talk to, these questions sort the honest from the vague:

• What is included, exactly, and what is not?
• How much of this is strategy and how much is design execution?
• Who actually does the work? If you meet a senior in the pitch and get handed to juniors after, the price should reflect that.
• What does the rollout cover, and what will I have to sort myself?
• What happens if we need another round of changes?

A studio that gives you clear answers and pushes back on scope you do not need is worth more than one that says yes to everything and pads the quote.

Frequently asked questions

How much does a logo cost in the UK?

A logo on its own typically runs £500 to £3,000, and up to £5,000 as part of a starter brand pack. Freelancers sit lower, established studios higher. On its own a logo is rarely enough, most businesses need at least a small system around it.

How long does a rebrand take?

A logo or starter pack is usually 2 to 4 weeks. A full rebrand with strategy and rollout is typically 4 to 10 weeks, longer if there are lots of stakeholders or a big website to rebuild alongside it.

Is a cheap rebrand worth it?

It depends what is missing. A lower-cost rebrand that only buys design execution is fine if your positioning is already clear. If it skips strategy and your real problem is that people do not get what you do, it usually fails to pay for itself, and you end up doing it twice.

What is the difference between a refresh and a rebrand?

A refresh updates how the brand looks while keeping its core the same, and costs less. A rebrand rethinks what the brand stands for and how it sounds, then redesigns from there. Refreshes are evolution, rebrands are a reset.

Does a rebrand include a new website?

Not always, and it is worth checking. Many rebrands trigger a website rebuild because the old site cannot carry the new brand. Some studios include it, some quote it separately. Get it clear up front so it is not a surprise line later.

A straight answer for your business

If you are weighing up a rebrand and want a straight view on what it would actually take for your business, and whether you need a full rebrand or just a refresh, that is a conversation we are glad to have. And if the honest answer is that your money is better spent on the website or the product rather than the brand, we will tell you that too.

Talk to Grid