How Much Does a Brand Redesign Cost in the UK?
A brand redesign in the UK typically costs between £5,000 and £25,000 with an independent studio. A brand refresh sits £4,000–£8,000; a full brand redesign (strategy + identity + guidelines) sits £8,000–£18,000; a brand plus website project sits £15,000–£30,000. Agency-tier projects go higher, sometimes by an order of magnitude. The specific number depends on what you're starting with, what you want to end up with, and who you hire.
The bands are reliable; the number inside them depends on three things. A brand redesign isn't a single product. It's a piece of work whose shape — and cost — is decided by 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. A brand redesign worth commissioning sits at the price point that funds the thinking as well as the output.
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.
Frequently asked questions
How much does a rebrand cost in the UK? Between £5,000 and £25,000 for most independent studios. A visual-only refresh usually sits £4,000–£8,000, a full rebrand (strategy, identity, guidelines) £8,000–£18,000, and a rebrand with a new website £15,000–£30,000. Agency-tier projects with dedicated PMs, strategists and copywriters price above those bands — sometimes significantly.
What's the smallest useful brand redesign budget? Around £4,000 with an independent studio, for a focused visual refresh of an existing brand that doesn't need strategic rework. Below that, the work either shrinks to a logo tweak (which rarely moves the business) or compresses the thinking phase (which usually produces a redesign that gets redone within two years). Spending £3,000 now and £15,000 again in 18 months costs more than one well-scoped £10,000 project.
Why do UK agency quotes vary so much — one studio quotes £8k, another £40k? Because they're different products. The lower end is usually a freelance or small-studio quote for visual work; the higher end is agency work with strategy, research, naming, applied design and project management included. The deeper question is which one your business needs — the refresh vs full rebrand distinction usually explains most of the quote variance.
Can I pay for a brand redesign in stages? Most independent studios offer staged payments — typically 50/50 or 40/30/30 across the project. Splitting the project itself into separate phases (strategy, then identity, then applied work) is sometimes possible, but usually produces a worse result than treating the whole thing as one commission; the decisions in later phases are shaped by the earlier ones, and renegotiating scope mid-way tends to compromise both.
If you'd like a clearer sense of where your project sits across those bands, we'd be glad to talk it through.