How Much Does a Brand Redesign Cost in the UK?
The question has more nuance than the search query suggests, but here's the short version: for a properly scoped brand redesign in the UK, most independent studios price between £5,000 and £25,000, depending on what's included and who's doing the work.
That's a wide band, and it has to be. A brand redesign isn't a single product. It's a piece of work whose shape — and cost — is decided by three things: what you're starting with, what you want to end up with, and who you hire to get you there.
Here's how each of those moves the number.
What you're starting with
A business with a clear sense of who it is, who it sells to, and where it wants to go costs less to redesign than a business that doesn't. That isn't a reward for tidiness — it's a reflection of how much strategic work the project has to do before any visual work can begin.
Brands with sharp internal answers can hand a studio a clean brief and move quickly into design. Brands that haven't had those conversations yet need them done as part of the project, and that strategic work is its own line item. It's where the price often lifts the most. It's also where the work tends to be most quietly valuable.
What you want to end up with
The scope of a redesign is the biggest single driver of cost. A lighter brand refresh — updated logo, refined typography, sharper colour, refreshed guidelines — sits at one end of the band. A full redesign that includes positioning, naming, identity, brand guidelines, photography direction and a website sits at the other.
A useful rule of thumb for the UK independent-studio market:
Brand refresh: typically £4,000 – £8,000
Full brand redesign (strategy + identity + guidelines): typically £8,000 – £18,000
Full brand + website redesign: typically £15,000 – £30,000
These are broad bands, not quotes. Two redesigns at "£10,000" can look very different depending on what's inside the scope. The number on its own is meaningless unless you know what it's buying you.
Who you hire
The third lever is the studio itself.
A freelance designer with strong portfolio work will often sit at the lower end of those bands. An independent studio with experience across strategy, identity and web will sit in the middle. A larger agency with account managers, strategists, and copywriters will sit substantially higher — sometimes by an order of magnitude.
None of those tiers are right or wrong. They serve different businesses. The mistake is assuming that the cheapest version of the work is the same work for less money. Usually it isn't. What gets stripped out at the lower price isn't the design output — it's the thinking, the iteration, and the discipline of execution. Sometimes that's fine. Often it's what causes the redesign to be redone two years later.
What changes the price most
A few things consistently lift the cost of a UK brand redesign, and they're worth knowing in advance so the conversation with a studio doesn't surprise you:
Adding a website rebuild — often the single biggest line item
Including bespoke or commissioned photography
Naming work or sub-brand systems
Packaging, signage, or large print collateral
A wider rollout — proposal templates, decks, social systems
And a few things consistently lower it:
Keeping the existing site as-is, or only refitting it
Keeping the existing name
Tight, focused positioning that doesn't need re-discovery
The honest framing
A brand redesign is a long-horizon investment. It works, or it doesn't, over years — not weeks. The right price is rarely the lowest price. It's the price at which the work that needs to happen actually gets to happen, by someone whose taste and judgement you trust to spend it well.
If you walk away from a quote because it's too high, that's fine. If you walk away because the scope wasn't right, that's a missed conversation.
If you'd like a clearer sense of where your project sits across those bands, we'd be glad to talk it through.