--- title: "Rebranding cost: published prices and rollout budget — Dardo" description: "Rebrand packages run USD 360–6,000 for small businesses and USD 8,000–40,000+ with strategy. Price the rollout too: signage, web, vehicles, trademarks." url: "https://dardo.studio/en/blog/rebranding-cost/" language: "en" translations: {"es":"https://dardo.studio/es/blog/cuanto-cuesta-un-rebranding/","pt":"https://dardo.studio/pt/blog/quanto-custa-um-rebranding/"} updated: "2026-10-17T23:59:20.086Z" --- [Blog](https://dardo.studio/en/blog/) # How much does a rebrand cost? Published prices and the rollout costs most quotes leave out Rebrand design was published at USD 360–6,000 for small businesses and USD 8,000–40,000+ with strategy. The rollout is a second bill: here's how to price it. By [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) ·October 17, 2026 ![A harbour at blue hour where one freshly repainted crimson boat sits among dark, weathered hulls, with a ladder and paint pots on the pier beside it.](https://dardo.studio/_astro/01M564J84B7J7097XGG4Y59WS5_ZJfmJY.webp) ## Key takeaways - On 17 October 2026, published small-business rebrand packages ranged from USD 360 (Vistaprint Corporate) to about USD 6,000, and 29 fixed-price rebrand listings on Dribbble had a median of USD 2,500. - Strategy-led identity work, which a repositioning rebrand needs, had a median of USD 15,000 among 13 US providers on Dribbble; Clutch says most branding projects cost USD 10,000–49,999. - The rollout is priced separately: at 99designs contest prices, redesigning cards, stationery, a sign, a van, social, email, a deck template and a website costs USD 3,842 before any printing or development. - The USPTO won't let an amendment materially alter a registered mark, so a new logo usually means a new USD 350-per-class application. - Phase the rollout: digital items before launch, printed stock as it runs out, signage, vehicles and packaging as they're replaced. ## 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](https://clutch.co/agencies/branding/pricing) 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 | Provider | Package | What it includes | Timeline | Price | | ------------------------------------------------------------------------------------------------------------ | ------------------------------------- | ------------------------------------------------------------------------------------------------- | ---------- | --------------- | | [Vistaprint Corporate](https://vistaprintcorporate.com/creative-services/) | Rebranding package | A logo and three products designed | Not stated | USD 360 | | [Upwork](https://www.upwork.com/hire/logo-designers/) freelancers | Logo refresh | Updating an existing logo | Not stated | USD 300–1,200 | | [Polybox Studio](https://dribbble.com/services/124781-Strategic-rebranding-package) (New York), on Dribbble | Strategic Rebranding Package | Strategic review of what to keep, new identity; 2 concepts, 2 rounds | 2 weeks | USD 3,000 | | [VALMAX](https://dribbble.com/services/175634-E-commerce-Branding-Rebranding) (Chicago), on Dribbble | E-commerce Branding and Rebranding | Logo and variations, palette, type, graphic elements, guidelines, Figma files | 2 weeks | From USD 3,000 | | [Formque Digital](https://dribbble.com/services/156268-Rebranding-Redesign-Package), on Dribbble | Rebranding and Redesign | Brand audit and research, one identity concept, social media kit, guidelines | 1 month | USD 5,000 | | [Musemind](https://dribbble.com/services/60338-Creative-Branding-Package-Rebranding) (New York), on Dribbble | Creative Branding Package, Rebranding | Logo, colour and type systems and applications such as packaging, social and merchandise | 2 weeks | USD 6,000 | | [4C Design Works](https://4cdesignworks.com/pricing/brand-identity-pricing/) (Pennsylvania) | Larger branding packages | For organisations with a long history or 50+ staff that need new strategy, branding and marketing | Not stated | From USD 21,000 | We also counted every rebrand and refresh service among the first two pages of seven Dribbble branding categories, including [rebranding](https://dribbble.com/services/search/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](https://dardo.studio/en/blog/brand-identity-cost/) 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](https://dardo.studio/en/blog/naming-agency-cost/)); 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](https://99designs.com/pricing/business-card-design) charges for a contest in each category (its four fixed tiers, read 17 October 2026), as a floor for the design part alone. | Item | What changes | Design cost published | Other costs to count | | ------------------------ | ----------------------------------------------------- | ----------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | Website | Logo, colours, type, imagery, copy, maybe the domain | [USD 599–2,499](https://99designs.com/pricing/web-design) (99designs web design contests) | Development and content; see [website redesign costs](https://dardo.studio/en/blog/website-redesign-cost/) | | Domain and email | New domain if the name changes; addresses, signatures | — | Registry fee: Verisign's .com fee rises to [USD 10.97 a year](https://www.sec.gov/Archives/edgar/data/1014473/000101447326000019/q12026earningsrelease.htm) on 1 November 2026, plus the registrar's margin; redirects from the old domain | | Business cards | Every employee's card | USD 199–999 (contest); USD 60 at Vistaprint Corporate | Printing per person | | Stationery | Letterhead, envelopes, invoices, proposals | USD 199–999 | Printing; document templates | | Signage | Storefront, interior, wayfinding | USD 199–999 | Fabrication, installation, local permits | | Vehicles | Wraps or decals | [USD 349–1,399](https://99designs.com/pricing/car-truck-van-wrap-design) | Installation per vehicle; removing old wraps | | Packaging | Boxes, bags, inserts | [USD 449–1,699](https://99designs.com/pricing/product-packaging-design) | Printing plates, minimum runs, old stock written off | | Labels | Product and shipping labels | USD 299–1,199 | Reprints per SKU | | Uniforms and merchandise | Shirts, caps, giveaways | USD 199–799 | Production per unit | | Social profiles | Avatars, covers, post templates | USD 399–1,799 (social media pack) | Ad accounts' creative approvals | | Ad creative | Display, search and social ads | USD 49–199 per banner contest | Media spend to relaunch; pausing old creative | | Email templates | Newsletters, transactional emails | USD 299–1,199 | Template build in your email platform | | Sales and pitch decks | Master slides, case studies | USD 199–999 (PowerPoint templates) | Rebuilding the decks themselves | | Trademarks | New logo or name filings | — | USPTO, attorney; see below | | Legal name | Only if the company's legal name changes | — | State filings, bank, contracts, licences | | Internal launch | Staff briefing, templates, guidelines training | — | Staff time | 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)](https://www.ecfr.gov/current/title-37/section-2.173), the USPTO won't allow an amendment that "materially alters the character of the mark". The [USPTO fee schedule](https://www.uspto.gov/learning-and-resources/fees-and-payment/uspto-fee-schedule) gives the costs of each path: | Situation | Filing | USPTO fee | | ------------------------------------------------------- | -------------------------------------------------------------- | ----------------------------------- | | Minor refinement that doesn't materially alter the mark | Amendment of the registration, with a new drawing and specimen | USD 100 | | New logo or new name | New application, per class | USD 350 | | Free-form description instead of the ID Manual | Surcharge, per class | USD 200 | | Company name or owner changes | Recording the change, first mark in a document | USD 40 (USD 25 for each extra mark) | 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: | Rollout design | Contest price | | ------------------- | ------------- | | Business cards | USD 299 | | Stationery | USD 299 | | Office sign | USD 299 | | Van wrap | USD 549 | | Social media pack | USD 699 | | Email templates | USD 499 | | PowerPoint template | USD 299 | | Website design | USD 899 | | **Total design** | **USD 3,842** | 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 | Company type | What the published sources support | | ----------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------- | | Small business, visual update | USD 360 (Vistaprint Corporate) to about USD 6,000 for the identity work; median USD 2,500 on Dribbble | | Growing company with strategy and several touchpoints | Most branding projects on Clutch: USD 10,000–49,999; strategy-led packages USD 15,000–35,000+ | | Organisation with a long history or many staff | From USD 21,000 at 4C Design Works; Clutch's average across all reviewed branding projects is USD 71,651.70 | | Large enterprise | We found no published price. Agencies quote these, and the rollout across locations, fleets and products dominates the cost | 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](https://dardo.studio/en/blog/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](https://dardo.studio/en/blog/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](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32023R1803)), 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](https://dardo.studio/en/blog/rebrand-vs-brand-refresh/) helps you decide, and [these repositioning examples](https://dardo.studio/en/blog/brand-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](https://dardo.studio/en/services/rebranding/) and [brand refresh](https://dardo.studio/en/services/brand-refresh/) services start with that audit and are quoted per scope, as our [pricing page](https://dardo.studio/en/pricing/) explains. ## Common questions **How much does a rebrand cost for a small business?** Published small-business packages ranged from USD 360 at Vistaprint Corporate (a logo and three products) to about USD 6,000 at studios on Dribbble in October 2026, with a median of USD 2,500 across 29 rebrand listings. Add the rollout: website, printed materials, signage and trademark filings are priced separately. **What costs are involved in a rebrand?** The identity design itself, sometimes naming and strategy, and then the rollout: website, domain and email, business cards and stationery, signage, vehicles, packaging and labels, uniforms, social profiles, ad creative, email templates, sales decks, trademark filings and, if the legal name changes, corporate filings and contract updates. **Do I need a new trademark after a rebrand?** Usually, if the logo or name changes meaningfully. Under 37 CFR 2.173(d), the USPTO won't allow an amendment that materially alters a registered mark, so a new design generally needs a new application at USD 350 per class. A minor refinement may be filed as a USD 100 amendment. This isn't legal advice. **How long does a rebrand take?** Published rebrand packages on Dribbble had a median schedule of 3 weeks for the design work, and strategy-led identity projects about 8 weeks. Clutch's typical timeline across all branding projects it reviewed was 8 months, which includes rollout and larger engagements. **Can rebranding costs be capitalized?** Under IFRS, internally generated brands can't be recognised as intangible assets (IAS 38, paragraph 63), and advertising and promotional spending is expensed (paragraph 69). Some rollout items, such as signage, may follow other rules, and US GAAP has its own guidance, so ask your accountant. **Is a brand refresh cheaper than a rebrand?** Usually, because a refresh keeps the name and the recognisable elements and changes how they're drawn and applied. Upwork prices a logo refresh at USD 300 to 1,200. The rollout still applies, but it can be phased as materials are reprinted. ## Sources & further reading Sources behind this page, with further detail from the original publishers. - [Clutch: Branding pricing guide](https://clutch.co/agencies/branding/pricing) · clutch.co - [Vistaprint Corporate: Creative services](https://vistaprintcorporate.com/creative-services/) · vistaprintcorporate.com - [Upwork: Hire logo designers (cost guide)](https://www.upwork.com/hire/logo-designers/) · upwork.com - [Dribbble: Polybox Studio, Strategic rebranding package](https://dribbble.com/services/124781-Strategic-rebranding-package) · dribbble.com - [Dribbble: VALMAX, E-commerce branding and rebranding](https://dribbble.com/services/175634-E-commerce-Branding-Rebranding) · dribbble.com - [Dribbble: Formque Digital, Rebranding and redesign package](https://dribbble.com/services/156268-Rebranding-Redesign-Package) · dribbble.com - [Dribbble: Musemind, Creative branding package](https://dribbble.com/services/60338-Creative-Branding-Package-Rebranding) · dribbble.com - [Dribbble: Rebranding services](https://dribbble.com/services/search/rebranding) · dribbble.com - [4C Design Works: Brand identity pricing](https://4cdesignworks.com/pricing/brand-identity-pricing/) · 4cdesignworks.com - [99designs: Business card design pricing](https://99designs.com/pricing/business-card-design) · 99designs.com - [99designs: Car, truck or van wrap design pricing](https://99designs.com/pricing/car-truck-van-wrap-design) · 99designs.com - [99designs: Product packaging design pricing](https://99designs.com/pricing/product-packaging-design) · 99designs.com - [99designs: Web design pricing](https://99designs.com/pricing/web-design) · 99designs.com - [Verisign: First quarter 2026 results (SEC filing)](https://www.sec.gov/Archives/edgar/data/1014473/000101447326000019/q12026earningsrelease.htm) · sec.gov - [USPTO: Fee schedule](https://www.uspto.gov/learning-and-resources/fees-and-payment/uspto-fee-schedule) · uspto.gov - [eCFR: 37 CFR § 2.173, Amendment of registration](https://www.ecfr.gov/current/title-37/section-2.173) · ecfr.gov - [EUR-Lex: Commission Regulation (EU) 2023/1803 (IAS 38)](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32023R1803) · eur-lex.europa.eu [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) Nicolás Cerón is the founder of Dardo, a brand, web design and development studio in Bogotá, Colombia. ## Related articles - [**Rebrand vs brand refresh: how to decide, what changes in each, and how to keep the recognition you've earned**Refresh when the strategy still works but the look doesn't; rebrand when the business, name or structure has changed. A signal table, examples and a workshop.](https://dardo.studio/en/blog/rebrand-vs-brand-refresh/) - [**7 brand repositioning examples: what changed and what the companies reported**Seven real brand repositionings, from Juan Valdez to Domino's and CUPRA: what changed, what the companies reported, and what the cases have in common.](https://dardo.studio/en/blog/brand-repositioning-examples/) - [**How much does logo design cost in 2026? Prices from logo makers, contests, freelancers and US studios**A logo costs USD 35–72 from a logo maker, USD 249–1,199 in a contest, USD 150–1,500 from a freelancer and USD 99–2,495 from US studios that publish prices.](https://dardo.studio/en/blog/logo-design-cost/) - [**How to choose a rebranding agency in Colombia and compare proposals**Before hiring a rebranding agency, settle the scope, compare what each proposal delivers and clear any new name with Colombia's SIC.](https://dardo.studio/en/blog/choose-rebranding-agency-colombia/) ## Keep exploring. - [Service · **Rebranding agency for businesses that have outgrown their brand**](https://dardo.studio/en/services/rebranding/) - [Your project · **Start a conversation**](https://dardo.studio/en/contact/)