Pricing: How much does a rebrand, new brand or brand refresh cost?

Pricing for rebrand, new brand and brand refreshes

As a conscious branding coach and creative, and in the interest of transparency and being a conscious brand, we decided we would be different and publish our rebranding prices.

You will find below, how our prices are structured, our hourly rate, how we calculate our hourly rate.

You will soon discover that there are many factors to consider, however, you can have a great deal of influence over the investment required for a rebranding, refresh or new brand project. It basically comes down to your objectives, your business culture and your attitude to advice, consultancy and coaching.

We are also in the midsts of compiling a pricing tool, so you can obtain a price without having to talk to us.

How much does a brand refresh cost?

A brand refresh is for businesses who would like to update their look and keep the core essence of their original logo. A brand refresh generally requires minimal research and no marketing strategy. Therefore, we will simply invest our time in revitalising your logo, refreshing your website, brochures, and renewing your social media branding.  For a logo refresh, budget between £600-£1200 which will also include one marketing tool so you can visualise your refreshed logo in context.  Choose from one or two marketing tools, maybe a PowerPoint refresh or business card refresh. Or a logo design + website home page design refresh (supplied as PSDs) for your web developer.

Remember to divide the cost of your logo by the length of time you want to use it for. Many of the logos we design are 15+ years old and still looking fresh! So divide this fee over 15 years (5475 days), and you can see that our customers have paid just 20p per day for peace of mind and confidence.

Now that’s what we call smart investment. The Brand Surgery has 20 years of in-house Chartered Marketer, creative design and executive coaching expertise. Visit our branding accreditations page.


How much does a new brand and rebrand cost?

How long is the longest piece of spaghetti? According to the Guinness Book of Records, It’s actually 3,776 metres. Seriously, there are many factors that affect the price of a rebrand and as you know rebranding is much more than logo design. A rebrand should be approached from the inside out and if you are changing the core essence of your business, then you need to manage the expectations of your employees and customers, to avoid confusion and fear. 

Rebrands can vary between £1500 to £20,000 depending on how much research and marketing you have completed. Also we need to take into account, how many customers and employees there are to research, and communicate with become brand. We offer payment plans so the amount can be spread over many months. 

Below are two case studies, that best explain the elements involved. Learn how our clients kept the price down. We can’t share exact prices for confidentiality reasons.

Case study 1:

Public Sector IT Platform new branding (we will reveal this in a case study when we are allowed to).

Initial research (primary and secondary) included telephone interviews

  1. Analysing language, challenges, opportunities, emerging themes
  2. Creating brand name from analysis
  3. Initial IPO.gov and Domain name search
  4. Present brand names to customer
  5. Purchase URLs
  6. Share brand names with focus groups who chose their favourite
  7. Register name on IPO.Gov
  8. Design logo, visuals, iconography
  9. Present logos to focus groups
  10. Create brand guidelines with approved logo and iconography with colour palettes, tone of language – preferred format: PowerPoint

You can see here there are ten intensive tasks. The project started in December 2021 and is expected to finish in April 2022.  My client kept the cost down by organising the focus group workshops – which includes invitations and handling the tech side which saved me days of work.

All our meetings were online, therefore, no time was wasted travelling. This is an organisation culture which aligns with The Brand Surgery’s values. If you help me like this, then I am confident you will feel pleasantly surprised by the investment required.

Hourly rates

I have a daily rate that varies depending on the type of work required:

  • Creative design rate: £55-75ph
  • Website design and development rate: £55-75ph
  • FCIM Chartered Marketer rate: £95ph
  • FInstLM Executive Coaching rate: £95-125ph depending on size of workshop or group

Please read our blog which gives a breakdown of our hourly fee.

95% of the work you see in our online portfolio is completed by me – Vicky Vaughan FCIM FInstLM. Please see my accreditation page.


Case study 2:

Entertainment venue rebrand

  • Initial meeting with CEO and venue manager to understand objectives. They are local and I walk there
  • Ran a workshop with employees from different departments to understand their thoughts, challenges and ideas with actions to follow up
  • Market and competitor research, language analysis and emerging themes
  • Create a branding strategy
  • Designed six logos concepts, showing the logos in context as signage and website
  • Logo approved, then spoke to several signwriters who were recommended for the bespoke design
  • Brand guidelines, to incorporate social media, website design
  • Event launch. Invited my contact book which includes dignitaries, press, media.

I offered my client a menu of options. They hadn’t met me before, and like you, were trusting me from my website, therefore it is important to gain trust and start with small steps first.

I am happy to do this with you. Then as our relationship grows, I work on larger projects as I earn your trust. I ask for 50% in advance, and the balance of the project is paid after each project is completed, which helps me with my cashflow.





The price is down to you

  • Your objectives
  • Your decision-making process
  • Your meeting preferences – online/offline
  • Your commitment
  • Your time constraints
You are in charge of how much your rebrand costs
Is this rebrand for nurturing and maintenance or for business revival?

The rebrand recipe is created around you

  • Is this rebrand to nurture your business or manage a crisis?
  • What are your company culture and values? See our blog.
  • Your company objectives
  • Your in-house marketing knowledge – are you ready to accept advice if not?


The Brand Surgery’s pricing explained!

  • From every hour charged,  25% is invested in training and continuous professional development. 
  • Only  5% of your investment pays for premises and heating
  • Your investment pays for knowledge and experience. Read more >
The Brand Surgery's pricing struture explained - understand how much a rebrand costs

Examples of successful new business brands

Visit our portfolio to see our other examples of new business branding.  

Logo and menu design for The Fat Greek Restaurant


The Fat Greek Taverna is based in Worthing, Sussex.  It is a celebration of Greek culture. The owner, Andrew Sparsis, asked us to create a logo and brand visuals to promote the soul of his new business venture. Andrew wanted a rustic look and feel. We created a website and menu templates for his printer to be able to amend, saving the business money in the long term. 

Boss Remote Solutions sub-brand logo for new business


We have been working with Boss Controls to grow their business brand since 2016. As a result of the growth, the business has expanded and has opened Boss Remote Solutions Centre which serves the whole of the UK. Boss Controls will always be the umbrella brand and the Boss RSC logo was design to complement the existing branding.  To read more about Boss Controls, visit their website.  

Logo design and branding for Local Government apps - technology and ai


iESE public sector transformation consultants lead by example, and they have transformed their business model to adapt to the digital age and related market trends. As a part of iESE’s transformation, they have developed a new suite of apps which The Brand Surgery created the logos and visual branding for,  keeping to iESE brand guidelines, which we helped them develop. You can read more about the apps on iESE’s website which The Band Surgery also designed and developed.

Website design and branding for business setup - property developer

Chesterman Homes

Chesterman Homes is a property developer based in Shoreham, West Sussex. The owner, Sven Chesters, asked us to create the name, logo, website. As always, we started the project by identifying the soul behind Sven’s vision. We celebrated his uniqueness by partnering with the Hedgehog Society.  Chesterman Homes promises to build a hedgehog-friendly garden in every property the company develops.