In short: How much does a rebrand cost? A simple logo update runs €300 to €1,500, a full brand identity with strategy, logo and guidelines usually lands between €2,500 and €10,000, and an enterprise rebrand with a new website and full rollout starts around €15,000 and up. At Okapi Digital, our brand identity packages start at €1,490. The biggest cost driver is rarely the logo itself — it's the strategy behind it and how consistently the new brand rolls out across every channel.
Few questions create as much confusion for Frankfurt business owners as this one. A logo on Fiverr costs €50, an agency quotes €8,000 — and both call it "branding." This post breaks down what drives the price difference, what a rebrand realistically costs in Germany in 2026, and which costs most businesses only discover after signing the contract.
How much does a rebrand cost in Germany in 2026?
The range is wide because "rebrand" isn't one fixed product. A solo freelancer delivering a logo alone works with a very different scope than a team developing positioning, audience research, a visual system and a rollout strategy.
| Provider type | What's included | Typical price range |
|---|---|---|
| DIY (Canva, logo generator) | Logo with no strategy | €0–100 |
| Freelancer / Fiverr | Logo, sometimes with color variants | €50–1,500 |
| Small agency | Logo + basic guidelines | €1,500–4,000 |
| Full-service agency | Strategy + logo + color + typography + guidelines | €2,500–10,000 |
| Enterprise rebrand | Research, naming, identity, rollout, website | From €15,000 |
These figures reflect the German market broadly. As with any service, scope drives price — a logo alone is a different product than a brand that reads consistently across every channel.
How much does a logo design cost on its own?
A standalone logo with no accompanying strategy is the cheapest element of a rebrand — and the most underestimated. A good logo only works when it sits on top of clear positioning. Without that foundation, logos end up looking fine but saying nothing about the business, and they look dated again within a few years.
Freelancer pricing for a logo alone typically sits between €300 and €1,500. Anything cheaper is usually a template with the colors swapped, not a design built around the actual brand.
How much does a full brand identity cost?
A full brand identity goes well beyond a logo. It typically includes:
- Brand strategy: positioning, target audience, brand values, tone of voice
- Logo system: primary logo, secondary variants, icon/favicon
- Color palette: primary and secondary colors, often for light and dark mode
- Typography: headline and body fonts
- Guidelines document: rules for spacing, usage, do's and don'ts
- Application examples: business card, letterhead, social media templates
At Okapi Digital, we offer two entry points: Brand Identity from €1,490 (logo, color palette, typography, compact guidelines) and the Full Brand Identity System from €2,990 (adds full brand strategy and a detailed guidelines document covering every use case). For businesses rebuilding brand and website together, strategy and identity are also part of our Enterprise package starting at €25,000, which includes a full web presence and optional AI automation.
When does a full rebrand make sense over a logo refresh?
Not every business needs a complete rebrand. The right call depends on what's actually broken.
A logo refresh is enough when:
- Positioning and target audience stay the same
- The logo just looks dated (think 2010s gradients)
- Customers should still recognize the business instantly
A full rebrand is worth it when:
- The business model or service offering has changed significantly
- The old brand is actively working against the business — for example, still speaking to an audience that no longer fits
- A merger, rename or new market entry is coming up
- Customers regularly confuse the business with a competitor
A common mistake: businesses commission a full rebrand when a targeted logo update and a guidelines refresh would have done the job. That frees up budget that's often better spent on a new website.
What drives rebrand costs up?
Understanding what actually moves the price helps you budget with intent, instead of just picking the cheapest or most expensive quote.
- Depth of the strategy phase. Interviews, competitor analysis and audience research take time — but they keep the new brand from missing the market.
- Number of channels. A logo for the website alone is quick to finish. A system that has to work equally well on business cards, vehicles, packaging and social media needs more application examples.
- Naming. If the business also needs a new name, that adds a legal check (trademark, domain availability) and its own research phase.
- Scope of the guidelines. A two-page PDF is cheaper than a 40-page manual covering every possible use case.
- Illustration and custom icons. Custom-drawn icon sets or illustrations add noticeably more work than licensed icon libraries.
What are the hidden costs of a rebrand?
The design budget is rarely the full bill. Rollout — putting the new brand into practice across every existing material — is routinely underestimated and often adds 20–40% on top of the design budget.
| Cost item | Affects |
|---|---|
| Website updates | Colors, logo, sometimes a full redesign |
| Business cards & letterhead | Reprinting all materials |
| Signage & vehicle wraps | For storefronts and trade businesses |
| Social media assets | Profile images, headers, post templates |
| Google Business Profile | Logo, photos, description update |
| Email signatures & document templates | Quotes, invoices, internal templates |
Planning for these line items upfront avoids a rebrand that looks new on the website but still shows the old logo on the business card. Inconsistency across channels costs more trust than keeping the old branding would have.
Rebranding and your website: why they belong together
A new brand on an old website feels inconsistent — and so does a new website with old branding. Anyone considering a rebrand should plan the website refresh at the same time. We break down what a professional website costs in 2026 in How Much Does a Website Cost?. For more on our brand process and what's included, see our Brand Identity page.
If you already have a brand identity and mainly doubt how well it's working, our broader piece on Brand Identity for Frankfurt Businesses is a good starting point.
How long does a rebrand take?
Timeline scales with scope, much like price:
| Scope | Duration |
|---|---|
| Logo refresh | 2–4 weeks |
| Brand Identity (logo, color, typography, basic guidelines) | 3–5 weeks |
| Full Brand Identity System (incl. strategy) | 6–10 weeks |
| Enterprise rebrand (incl. naming, website, rollout) | 3–6 months |
If a rebrand needs to hit a fixed date — a trade show, an anniversary, a move to new premises — plan the lead time accordingly instead of rushing the process.
The bottom line
How much does a rebrand cost? The honest answer: anywhere from €300 for a simple logo to €15,000+ for a full enterprise rebrand with a new website and rollout. The deciding factor isn't the logo itself — it's how much strategy sits behind it and how consistently the new brand shows up across every channel. Businesses that buy the cheapest logo often pay again within a few years, because the brand never had a solid foundation to begin with.
For most Frankfurt SMEs, the most cost-effective entry point is a complete but lean brand identity: enough strategy to look consistent, without paying for an enterprise budget you don't need yet.
Want to know what a rebrand would realistically cost for your business? Book a free discovery call. We'll look at your current brand, talk through goals and budget, and show you a realistic quote — no hidden costs.
