Rebranding vs Visual Identity
Which you need, what each costs, and when a project wants both — rebranding compared with visual identity.
Last revised
Both sit under Brand & Identity Design, and clients regularly ask which of the two they actually want. The short answer is below; the rest of this page is how to tell, what each costs, and the cases where a project needs both.
What each one is
- Rebranding Changing a brand's name, identity or positioning and rolling the change out across every place the old brand appears.
- Visual Identity Logo, color, type, icon and illustration systems built to work at a favicon and on a building, and checked for contrast before anyone falls in love with them.
The numbers
| Rebranding | Visual Identity | |
|---|---|---|
| Starts at | From $4,200.00 per project | From $1,400.00 per project |
| Typical turnaround | — | 2–5 weeks |
How to decide
Go with Rebranding when
- Budget is the binding constraint: this starts at $4,200.00 per project against $1,400.00 per project for visual identity
- The job is specifically asset inventory & rollout, which sits under this one
- The job is specifically brand audit, which sits under this one
- The job is specifically domain & search migration, which sits under this one
Go with Visual Identity when
- Budget is the binding constraint: this starts at $1,400.00 per project against $4,200.00 per project for rebranding
- The job is specifically color system, which sits under this one
- The job is specifically iconography & illustration, which sits under this one
- The job is specifically logo design, which sits under this one
When a project wants both
Worth knowing: More often than the question implies — the same job frequently touches both, and one team covers them, so moving between them is a conversation rather than a second supplier. If you are not sure which your files need, that is what the free trial is for. The process is the same either way: whichever you pick, the work runs through the same stages and is checked against the same bar. Brand & Identity Design sets that out.
Questions we get on this specific choice
Is one of them cheaper?
Rebranding starts at $4,200.00 per project and visual identity at $1,400.00 per project. Complexity and volume move both, and the cheaper unit is not always the cheaper job.
Which is faster?
Much the same, and volume moves the number far more than the choice between these two does.
Can you tell me which one my files need?
Yes, free. Send two or three real files — that judgment is part of the trial rather than something quoted separately.
Can I switch after we start?
Yes. If the files say the other one is the right answer, we re-quote before doing the work rather than after.
Where to go from here
- Rebranding — what it is, in full, with its own pricing
- Visual Identity — the same for the alternative
- Brand & Identity Design pricing — both rates side by side with the US market ranges
- Try it free — a free written review of your current identity, and we will tell you which of the two your files need
- Get a quote if the scope is already clear
- Every rate we publish, on one page
