Not much has changed in the industry for years. Rebranding budgets are often quoted in such broad ranges that they end up being meaningless.
The first result on Google (Gemini AI summary): The cost of rebranding in Poland ranges from approximately €700 to as much as €35.000 or more, depending on the scale of the changes, the size of the company, and whether it involves only a new visual layer or also deep strategy and implementation.
That is all true, but let’s take a closer look at what actually makes up the pricing so we don't have to just say: it depends.
At LNV°ST, we build our quotes based on estimated workload and the studio’s hourly rate—in 2026, this is €70 net per billable hour. We use a single rate, without differentiating by position or type of work. The quote includes the scope of design and implementation support, and for brands with a wider reach, it may include additional compensation for an agreed-upon scope of copyright. We list these separately in our proposals.
The cost of a rebranding depends on the scope of the diagnosis and strategy, the number of elements to be designed, and the scale of implementation. To get specific: at LNV°ST, an indicative budget for visual identity corresponding to about 100 hours of work is approximately €7,000 net.
A process that additionally includes workshops and research with the development of strategic assumptions starts at €9,300 net. We determine the detailed scope and pricing after learning about the company's needs. This is an initial budget for a limited scope of strategic foundations and identity. The example below includes a broader diagnosis and specific implementation materials, which is why its total value is higher.
These amounts describe a specific working model. Extensive audience research, multi-brand architecture, naming, website development, or a wide set of materials require a separate calculation.
What are you paying for in the rebranding process?
The first part of the work involves gathering knowledge and making decisions. We need to understand the brand's situation, analyze materials, prepare and conduct workshops, and develop conclusions. The strategic scope depends on what the company already knows and what needs to be determined.
Next, concepts, presentations, and design solutions are created.
The chosen direction requires development: refining the logo, typography, color palette, visual language, and agreed-upon applications. This is followed by consultations, revisions, documentation, and file preparation.
Sample LNV°ST calculation
The model below uses a rate of €70 net per hour and shows how the budget depends on the workload. The scope of strategic development must be tailored to the specific project; it will be broader for more complex projects.
The example applies to one brand and one language version. We assume the development of one chosen creative line and two consolidated rounds of feedback per stage, which are included in the hours provided. The calculation does not include primary research, naming, website development, license purchases, or the physical production of materials. The scope of copyright is defined by the proposal and contract; in this example, we do not add separate compensation for this.
The hours for workshop preparation and development include the team's work both before and after the meeting. They do not, of course, mean a thirty-hour meeting with the client (even if spread out over time). Similarly, the number of design hours refers to the workload, not the calendar time for completion.
What can increase the budget?
The price is primarily affected by additional scope. This could include customer research, naming, complex brand architecture, communication development in several languages, website design and implementation, or the preparation of numerous sales materials.
It is worth planning production costs separately: printing, signage, packaging, photo shoots, or purchasing necessary licenses. Material design and its production are different budget items. This is where some of the misunderstandings arise regarding reports that a rebranding cost several million zlotys. Such an amount might include, for example, replacing signage at one hundred locations, producing materials, and communicating the change, rather than just the agency's fee.
What can decrease the budget?
The bad news is that we do not reduce the budget for thinking and planning. The good news, however, is that the better the planning, the better you can utilize your budget and time. What should be determined as reliably as possible are the foundations of the brand strategy, brand positioning, the brand's audience, and the touchpoints between them and the brand itself. Next, the brand language should be developed, including the visual language and the basic elements that make it up—the logo, colors, typography, imagery, and proportions. All these elements are prepared based on the previously diagnosed touchpoints. From that point on, we can manage the budget over time, i.e., divide the total tasks according to priorities and usage.
What is not worth cutting corners on?
The list could be long, but the pain points that truly impact the quality of a project are primarily:
- Time and commitment during the briefing and diagnostic phase – proper positioning and brand discovery are the keys to building it correctly.
- Typography – you can do everything with free fonts, but often a typeface that makes a real difference simply costs money. For good reason. The few hundred (or sometimes just a few dozen) dollars saved on a license for a well-chosen brand font is usually the difference between "great" and "just okay."
- A set of visual assets for the work – whether it's vector graphics, illustrations, curated icons, a custom selection of stock photos, or a dedicated photoshoot – is a prerequisite for communicating effectively and avoiding being stuck with AI-generated eyesores and amateurish work after launch.
How do you compare two rebranding proposals?
Start with the scope. Check if both proposals cover a similar level of analysis, strategy, the same number of deliverables, documentation, and implementation support. Then, compare the number of concepts, rounds of revisions, and the terms for ordering additional work.
Questions to ask about a proposal
Is strategy included in the scope? On what basis, and what does it cover?
What rights to the designs and source files will we receive?
What applications of the visual identity will we receive?
Will we receive editable templates?
What does the documentation include? (It’s a good idea to ask for examples.)
How are changes to the scope billed?
What costs are not included in the proposal?
Is it worth disclosing your budget to an agency?
Yes. An estimated budget allows for proposing a realistic scope and sequence of actions. If funds are limited, you can set priorities: first, the diagnosis and brand foundations, then the most important materials, with subsequent rollouts handled in later stages.
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