A rebrand and a brand refresh are not two points on the same spectrum. They are different decisions solving different problems. A brand refresh updates the visual execution of an existing strategy — modernizing a dated logo, tightening the color palette, updating typography — while leaving the positioning, audience definition, and core message intact. A full rebrand changes the strategic foundation: who the company is positioning itself for, how it competes, what it stands for, and sometimes what it is called.
Most founders get this wrong in one of two directions: they invest in a refresh when the positioning itself is broken and a new logo cannot fix it, or they pursue a full rebrand when the strategy is sound and only the visual execution needs updating. Both mistakes are expensive. The framework below gives you the specific criteria that separate the two decisions — and the honest cost range for each path.
Written by David Herskowitz, Founder and Creative Director of Splash Creative — a strategy-first branding agency in NYC working with founder-led businesses, B2B companies, and growth-stage startups on rebrands and brand refreshes. Projects start at $15,000. Talk to David about which path is right for your company.
Related: What a Series A rebrand actually costs | The founder-led rebrand | Branding agency vs. building in-house | Best branding agencies in NYC | How Splash Creative works
