Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
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Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
How Much Does a Brand Refresh Cost?
A brand refresh typically costs $3,500–$20,000 depending on how much of the existing identity is retained and updated. It is less expensive than a full rebrand but more involved than updating a logo.
Floor
$3,500
per hour
Typical
$9,000
per hour
Premium
$20,000
per hour
Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
Was this helpful?
Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
What changes the price
- Extent of visual identity changes (logo, colour, type)
- Whether messaging and positioning are also refreshed
- Number of brand touchpoints to update
- Size of existing brand asset library
- Whether new brand guidelines are produced
- Stakeholder alignment complexity
- Timeline urgency
Real quote breakdowns
Visual-Only Brand Refresh
A 10-year-old small business needs its logo modernised, colours updated, and a new type system without changing positioning.
Breakdown
Brand audit, logo evolution (3 directions), colour and type updates, updated one-page guidelines.
Brand Refresh with Messaging Update
A growing professional services firm needs updated visuals and a refreshed tone of voice to appeal to younger decision-makers.
Breakdown
Audience research, visual identity refresh, messaging and TOV update, updated guidelines document, and launch communication templates.
Full Brand Refresh Pre-Acquisition
A company preparing for acquisition needs a comprehensive brand refresh to present a modern, investable identity to potential buyers.
Breakdown
Brand audit, strategic repositioning, visual identity overhaul, full brand guidelines, key collateral templates, and investor narrative.
Frequently asked questions
What is the difference between a brand refresh and a rebrand?
A refresh evolves and modernises an existing identity while retaining core recognisable elements. A rebrand fundamentally changes positioning, name, or visual identity — it is more expensive and disruptive.
How long does a brand refresh take?
A focused visual refresh takes 3–6 weeks. A refresh that includes strategy and messaging typically runs 6–12 weeks depending on stakeholder availability.
When should a business do a brand refresh instead of a full rebrand?
If the brand's core positioning is still sound but the visual identity feels dated or the messaging no longer resonates with the target audience, a refresh is usually the right (and more cost-effective) choice.
Should I charge separately for the brand audit and the refresh?
Yes. The audit is diagnostic work that justifies the refresh scope. Charging separately also allows clients to approve and understand the audit findings before committing to the full refresh budget.