How Much Does it Cost to Rebrand Your Company?

Brand identity pricing packages

Brand identity pricing can vary widely. An agency might charge $30,000 to $250,000, depending on who they are and the scope of the project. But not all businesses need to invest that much. I’ve worked in branding for over a decade. As an independent designer, I’m able to bring agency-level design and expertise to the same project that would have a higher cost elsewhere.

You’d like to keep your current brand colors, fonts, and image style (or develop them later). You need only a more polished, better-crafted logo to represent your brand. Learn about my process here.

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Worksheets and meeting to gain clarity on your background, goals, and audience. Survey of your existing materials and competitor branding. Presentation of visual examples for feedback to set a design direction. This research phase sets the direction for the design work to come.

The cornerstone of your company’s visual identity. After completing research and establishing a direction with you, I’ll sketch and refine ideas until I have the best 3-4 logo concepts to present to you. Each concept will be applied to mock products to test how it would work in the “real world.” Your favorite solution will be selected and refined. Includes a final bundle of files suitable for every application, from print to web to promotional items and more, and unrestricted usage rights.

Logo color specs

A sheet listing the specifications for the colors in your logo, used by print vendors and web developers to ensure your brand colors will match across different applications. Pantone, CMYK, RGB, and hexidecimal codes provided.

Level 1: Brand Refresh Costs

cost of rebranding your company

Elements like discovery, visual identity, and stationery are going to cost more or less the same for every brand refresh. The variables most likely to determine the cost and duration of this type of rebrand are the size and complexity of your website needs.

Since a well-designed website is the centerpiece of any brand refresh, the answers to these questions will the determine the time and budget you can expect to invest on the initiative as a whole.

Of course, original photography comes at a premium, and for some brands, the need for it can be minimized or even eliminated depending on the nature of its offerings, number of employees, etc.

The Definitive Guide to Rebranding

Logo Design Prices / Ballpark Costs

The Budget Logo ($)

These budget options are mostly for those people who may just be starting out and not have the capital they need yet to have a logo designed by a professional. If you’re serious about your business, you may want to spend some time developing a budget for your business plan so you can afford a better quality logo, because these routes may actually do more harm than good. You’ll generally get some clip art from an inexperienced designer.

The cheapest logo you’ll ever use is the one you make yourself. If you have some graphic design ability, you may be able to use one of these sites to create a suitable logo, although I highly recommend leaving designing to a professional – just like you leave your teeth for your dentist. These sites tend to limit what you can do, with generic icons and fonts.

Sites such UpWork and Fiverr offer graphic design services at an approved to price point, although you’re mostly working with ‘offshore designers’ or hobbyists. You post the job, explain the parameters of what you are looking for and hope for the best. While there may be some quality designers on these sites, the designs are notorious for being plagiarized, so be careful. And realistically if you’re paying $20 for a logo, how much time are they actually investing in your project?

A logo contest is where you let different designers know what you are looking for and many designers present mockups of the logo for you to choose. Only one winner is awarded a “prize”. For this reason, the quality is extremely low. These “designers” do not invest time into the project and often plagiarize to cut corners. I’ve written a huge article on the dangers of Spec Work and I would avoid design contests at all costs.

Mid-Range ($)

If you do the proper research, you’ll get good quality work and it won’t destroy your budget. While there are a couple of options at this price point, choosing one over the other will come down to which you’re more comfortable spending your money on.

Building a relationship with your designer is a great way to ensure you get what you need and there’s no better way to do this than by working directly with a freelancer. With freelance though, the amount of experience can affect the cost and quality of the work. You must vet their portfolio and testimonials before making a decision.

A small design studio keeps things tight, which means you can utilize a small selection of designers at an effective price point. You generally work with a point of contact VS directly with the designers.

A mid-sized agency generally has better quality work, but it does come with more overhead, as they need to hire managers, creative directors, and multiple designers to work on the project.

The High-End Logo ($$)

Logo creation that is priced in this range, generally provide their clients with much more than just a logo. They are more of an encapsulation of your brand as a whole and will provide a much more extensive process than any other option.

A design agency is like having a swiss-army knife. Sure, you’ll get a logo created for your business, but with an agency, they will conduct in-depth market research and competitor analysis to determine how your brand can stand out in the market and you’ll have creative teams work on your project from every angle, ensuring success at a sometimes, very high price point.

How to Choose a Logo Designer

How much does a logo cost if done by a design firm?

Logo design can cost anywhere from $5000 to $20,000 but higher end firms usually charge anywhere from around $50,000 to $100,000+. The overall price usually depends on the firm’s reputation.

How much does a logo cost if done by a freelancer?

If done by a freelancer, logo designs can start from anywhere around $200 (beginner) and go up to $5000+ (professional), but these beginner budget logo designs can end up being very generic and a waste of resources.

Are free logo makers any good for logo design and branding?

Are bargain freelancers any good for logo design and branding?

With bargain freelancers, you quite often end up with hobbyists or inexperienced designers that often end up plagiarizing designs. Although quite a few of these freelancers can be quite skilled, they don’t invest as much time and effort as experienced brand designers or firms

How much do experienced brand designers charge for their logos?