How much does a rebrand cost in the UK, and how long does it take?
By the How Two Cut team · 1 October 2026 · 4 min read
The short answer. Published UK guides put a full rebrand at roughly £5,000 to £15,000 for a small business, £15,000 to £35,000 for a growing SME, and £35,000 to £100,000 or more for a larger organisation. A full strategic rebrand typically takes 6 to 16 weeks.
How much does a rebrand cost for a business your size?
These figures come from Huddle Creative's August 2026 roundup of third-party UK sources. They are market averages, not our prices.
- Small or early-stage business: £5,000 to £15,000
- Growing SME or established professional services firm: £15,000 to £35,000
- Mid-market or multi-division organisation: £35,000 to £100,000+
A new logo on its own costs less. The same roundup puts basic freelance identity work at £500 to £2,000 and specialist studio identity work at £2,000 to £10,000. That is a logo, not a rebrand.
What are you paying for?
A rebrand is several pieces of work. Typical UK ranges for an SME, from the same roundup:
- Strategy and positioning: £2,500 to £8,000
- Naming (only if you need a new name): £5,000 to £15,000
- Visual identity: £5,000 to £20,000
- Tone of voice and messaging: £3,000 to £8,000
- Brand guidelines: £1,500 to £6,000 on their own, £10,000+ for a full brand book
Not every project needs every piece, so do not add up the top of every range.
What pushes the price up or down?
- How deep the research and strategy goes
- How many things are replaced: logo, name, website, signage, packaging
- How many people have to agree, and how many groups you need to hear from
- Whether you need a new name
Why is a rebrand priced like this?
Most of the price is senior thinking time, not the logo file. Creativepool's 2026 UK benchmark puts a freelance brand strategist at about £495 a day and a graphic designer at about £353. At those rates, the £2,500 to £8,000 usually quoted for strategy is roughly 5 to 16 days of research, interviews, workshops and writing. The identity and guidelines then add design days, rounds of changes and every situation the brand has to work in.
The price climbs with size because more people need to be heard, more things have to be replaced and more sign-offs are needed. Those are freelance rates, used here for comparison. An agency also covers project management and overheads, which is part of why agency prices run higher.
How long does a rebrand take?
- Logo-only or visual refresh: 2 to 4 weeks.
- Full strategic rebrand: 6 to 16 weeks from brief to final assets.
- Rolling it out everywhere: 12 to 18 months across every touchpoint for a larger organisation (Huddle). Many brands launch the essentials first.
Another agency, RBL, breaks a typical project into about 2 weeks of preparation, 3 weeks to discover, 3 to define and 4 to 5 to design. That adds up to roughly 12 to 13 weeks to reach finished design. Projects run longer when many audiences or sign-offs are involved.
What should you ask for in a quote?
- A price split by stage, so you can see where the money goes
- What is included: rounds of changes, file formats, guidelines
- What is not: naming, website, printing, rollout
- How long each stage takes, and who you will work with
Why not use an AI logo maker?
For around £20 a month, AI tools can produce logo ideas in minutes, and they are handy for early options. The parts that cost money are the parts they skip.
- The thinking. Deciding who you are for and what makes you different is judgement. A Harvard-led study of 758 consultants found AI made them faster and better on tasks it suited, but less accurate (60 to 70% correct, against 84% without AI) on a task outside its strengths. Without experience, it is hard to tell which kind of task you are on.
- Standing apart. In a 2024 study of 300 writers, stories written with AI ideas were 10.7% more similar to each other. A brand that looks like everyone else's AI output does not stand out.
- Owning it. In March 2026 the UK government proposed removing the special copyright protection for wholly computer-generated works, while saying that work made with AI assistance would stay protected. A logo made entirely by AI may be hard to protect, so ask how any logo was made.
- Everything after the logo. Files, colours, fonts and guidelines are what keep a brand consistent for years.
Where AI does help: mood boards, naming ideas, first drafts and resizing. A good studio uses it where it saves time and spends your budget on judgement.
Common questions
Is a refresh cheaper than a rebrand?
Usually, because less changes. A refresh updates the look and keeps the name and the idea. An audit first shows which one you need.
Can we do it in stages?
Yes. Many businesses start with strategy and the core identity, then add guidelines and rollout as budget allows.
Do these prices include VAT?
Check. Many UK quotes are shown without VAT, so ask before you compare.
Why do quotes vary so much?
Two projects that are both called a rebrand can mean very different amounts of research, design and rollout.
Sources
The figures and claims above come from these pages, as we found them in October 2026. Prices are from third-party UK guides, not How Two Cut quotes, and they change.
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