The short version
A light refresh runs roughly £3,000 to £12,000. A full rebrand for an SME is usually £10,000 to £40,000. Add a website and rollout and you are into £30,000 to £60,000 or more. The single biggest driver is scope, not the logo, and the most expensive rebrand is the one you have to pay for twice.
What a rebrand costs in 2026, by scope
These are typical UK market ranges for 2026, cross-checked across several agency pricing guides. Treat them as bands, not quotes: every business is different, and the only way to know your number is to scope the work.
| Level | Typical UK cost | What it usually includes | Best for |
|---|---|---|---|
| Logo or light refresh | £500 to £2,500 | Logo refinement, colour and type tidy-up | A small tweak, not a repositioning |
| Brand refresh | £3,000 to £12,000 | Refined identity, some strategy, updated core assets | A brand that is broadly right but looks dated |
| Full rebrand (SME) | £10,000 to £30,000 | Strategy, positioning, new identity, guidelines | An established business that has outgrown its brand |
| Full rebrand plus website and rollout | £30,000 to £60,000+ | The above, plus website, templates and launch | A serious commercial reset or growth push |
| Enterprise or multi-region | £75,000+ | Brand architecture, multi-site rollout, internal comms | Large or complex organisations |
Costs correct as of July 2026 and vary by project. Ranges are typical market figures, not quotes. London agencies often price 20 to 25% higher than regional ones.
Why are rebrand quotes so different?
If you ask three agencies to quote for "a rebrand" and get back £6,000, £22,000, and £55,000, you are not being messed about. You are almost certainly being quoted for three different projects, because "rebrand" is one word for a dozen different scopes.
In our experience the confusion nearly always comes from one place: the word "rebrand" gets used for everything from a logo tidy-up to a full repositioning with a new name, a new website, and a rollout across an entire company. Before we put a number on anything, the questions we ask are: what is actually wrong with the current brand, how much of it needs to change, and how many places does the new brand have to appear? The answers to those three questions move the price far more than which agency you pick.
So when you compare quotes, do not compare the totals. Compare what each one includes. A cheaper quote is often cheaper because it stops at the logo and leaves you to work out the strategy, the website, and the rollout yourself.
What drives the price up or down
Five things move the number, in roughly this order of impact.
Scope of deliverables. Strategy only, or strategy through to a fully activated brand across every touchpoint? This is the biggest single lever.
The size and complexity of your business. More stakeholders, more products, and more places the brand appears all add cost. Rebranding a focused ten-person firm is a smaller job than rebranding a group with five divisions.
The number of touchpoints. A brand that lives only on a website and some documents is far cheaper to change than one that also covers signage, vehicle livery, packaging, uniforms, and exhibition stands.
Strategic depth. Proper discovery, stakeholder interviews, and positioning work cost money, and they are usually the part that makes the difference between a rebrand that looks nicer and one that actually shifts how the business is understood.
Who does the work. A freelancer, a boutique studio, and a large London consultancy will quote very different numbers for what looks like the same brief. Freelance day rates sit around £600 to £900; agencies more commonly £75 to £150 an hour or more.
The costs people forget to budget for
The design fee is rarely the whole story. It is sensible to hold a buffer of 20 to 50% on top of the core rebrand budget for the things that come with putting a new brand into the world:
Trademark and domain registration for a new name.
A new or updated website, commonly £15,000 to £45,000 in its own right.
Signage and physical assets, which can run to £8,000 to £20,000 for a single office.
Photography and video for the new brand, often £6,000 and up.
Internal rollout, training, and a launch campaign.
None of these are optional extras dreamt up to pad an invoice. They are the difference between a brand that exists in a guidelines document and one that is actually live across your business.
How long does a rebrand take?
A full rebrand for a UK business in 2026 typically takes four to eight months from the first audit to launch. A lighter refresh can be done in a few weeks. The timeline is driven by the same thing as the cost: how much has to change, and how many people need to sign it off along the way.
Refresh or full rebrand: which do you actually need?
A lot of businesses come to us asking for a rebrand when what they need is a refresh, and occasionally the other way round. A refresh keeps your equity and modernises the look. A full rebrand rethinks the positioning underneath it, and sometimes the name. The right answer depends on whether the problem is how you look or what you stand for. We cover this properly in our guide to a brand refresh versus a rebrand, and on when to rebrand and how to get it right.
Is a rebrand worth the money?
Usually yes, but only once the thinking is clear. The businesses we have seen regret a rebrand are the ones that redesigned the logo without fixing the positioning underneath it, then found themselves paying for it again eighteen months later. The most expensive rebrand is the one you have to do twice.
We rebranded an established accountancy firm, Stilwell Grey, all the way to a new name, Vantage Accounting, because the old brand no longer matched where the business was going. We rebuilt a conveyancing firm's brand and website around lead generation, and gave a wealth-management firm a more refined identity to match the service its clients already received. In each case the value was not the logo. It was aligning how the business looked with what it actually offered, so it could charge and compete accordingly.
If you are weighing up a rebrand, the honest first step is not to ask what it costs. It is to be clear on what needs to change and why. The cost follows from that.
Sources
Logo and Branding Costs UK 2026, Whito.
How Much Does Branding or Rebranding Cost in the UK?, Canny Creative.
How Much Does a Rebrand Cost in the UK? 2026 Pricing Guide, Flow Advisory.
