How much does a rebrand cost? Published prices and the rollout costs most quotes leave out

The short answer

A rebrand has two bills, and most quotes only cover the first. The design work (new identity, sometimes a new name and positioning) was published at USD 360 to about USD 6,000 for small-business packages and USD 8,000 to 40,000 or more for strategy-led projects on 17 October 2026. The rollout (website, signage, vehicles, packaging, stationery, trademarks, domains, ad creative) is priced separately, item by item, and for a business with physical premises or products it can match or exceed the design fee.

Clutch reports that most branding projects reviewed on its platform cost USD 10,000–49,999, with an average of USD 71,651.70 and a typical timeline of 8 months. Use the checklist below to price the rollout before you sign the design proposal.

Published rebrand prices

We also counted every rebrand and refresh service among the first two pages of seven Dribbble branding categories, including rebranding: 29 fixed-price listings, from USD 199 to USD 20,000, with a median of USD 2,500 and a median schedule of 3 weeks. Strategy-led identity packages, which is what a repositioning rebrand needs, had a median of USD 15,000 among 13 US providers, and the published ones run to USD 35,000 (Ramotion) and beyond. Our guide to brand identity costs has that table.

Prices this low assume the brand is mostly a visual update. If the name changes too, add naming (see naming agency costs); if the market position changes, add strategy.

The rollout costs most quotes leave out

The design proposal usually ends at guidelines and source files. Everything that carries the old brand still has to change. This is the checklist we use to price it; the design column shows what 99designs charges for a contest in each category (its four fixed tiers, read 17 October 2026), as a floor for the design part alone.

Two warnings about that design column. Contest prices buy one design from a crowd, not a system applied consistently by the team that drew the identity; and most rollout cost is production, not design. A logo on a van costs a few hundred dollars to design and more than that to print and install.

What changes in your trademarks

A redesigned logo is not automatically covered by your old registration. Under 37 CFR § 2.173(d), the USPTO won't allow an amendment that "materially alters the character of the mark". The USPTO fee schedule gives the costs of each path:

A new name and a new logo in two classes each, with ID Manual wording, is 4 × USD 350 = USD 1,400 in USPTO fees before an attorney's search. Keep the old registrations alive while the new marks are examined; they still protect the brand customers know. This isn't legal advice.

A worked rollout budget

Take a 12-person services company with an office sign, one van and no packaging, changing its logo and colours but not its name. Using the second-tier (Silver) 99designs contest prices as the design floor:

Add two new USPTO applications for the logo (USD 700), then printing, the sign's fabrication and installation, the wrap's installation and the website build, all quoted locally. For this company, the rollout design alone is worth more than the median Dribbble rebrand package (USD 2,500), which is why a rebrand quote that stops at guidelines is not a budget.

Small, mid-size or enterprise: what the sources support

We didn't find a primary source, such as a filing or an official statement, giving the full cost of a recent large-company rebrand, so we haven't quoted the figures that circulate in press coverage.

How to phase a rollout

Changing everything at once is expensive and risky. Most rollouts are cheaper in three waves:

1. Before launch day: trademark clearance and filings, the domain and redirects, the website, email signatures, social profiles, digital templates and the sales deck. These are cheap to change and visible on day one.
2. Within about 90 days: business cards, stationery and ad creative, reordered as stock runs out rather than thrown away.
3. As things are replaced: signage, vehicles, uniforms and packaging, timed to lease renewals, fleet servicing and print runs.

Write down the old-brand inventory first: every place the logo appears, who owns it and when it's due to be reprinted anyway. Our brand launch checklist covers launch day in detail, and if the rebrand moves the website to a new domain, follow the website migration SEO checklist so search traffic follows you.

Can rebranding costs be capitalized?

Under IFRS, mostly not. IAS 38, in the text adopted by the EU (Regulation (EU) 2023/1803), says in paragraph 63:

Internally generated brands, mastheads, publishing titles, customer lists and items similar in substance shall not be recognised as intangible assets.

Paragraph 69 adds that expenditure on advertising and promotional activities is recognised as an expense. Some rollout items, such as signage or a new website, may follow other rules, and US GAAP has its own guidance. Ask your accountant before you budget the rebrand as an asset.

Before you choose a scope

A rebrand is the right brief when the business has changed: a new offer, audience, structure or name. If customers understand what you do and the identity just looks dated, a refresh costs less and keeps the recognition you've earned; our guide to rebrand vs brand refresh helps you decide, and these repositioning examples show what companies changed and reported.

What to do next

List every place your brand appears today and price the rollout with the table above before you compare design proposals. If you want Dardo to scope it, our rebranding and brand refresh services start with that audit and are quoted per scope, as our pricing page explains.