Pricing and quotation guide
Logo redesign cost
The cost of a logo redesign depends mainly on how much changes. A technical redraw that leaves the look untouched is a modest piece of work; a full evolution with new lettering, symbol adjustments and a complete set of versions takes considerably longer. The rollout cost also rises with the degree of change, because a visibly different logo creates more pressure to replace existing items.
This page explains the costs at each level of change and how to choose the right level for your budget.
Illustrative diagram
What shapes the cost
- Level of change
- Redraw, refinement, evolution or replacement.
- Condition of current files
- Whether usable source artwork exists or must be recreated from images.
- Versions
- How many lock-ups, colour versions and small-size versions are rebuilt.
- Options and revisions
- Number of directions explored and refinement rounds.
- Comparisons and mock-ups
- Side-by-side presentations on your materials.
Costs paid to third parties (separate from our fees)
- Trade mark advice or a new application if the mark changes significantly
- Replacing signage, vehicle graphics and workwear
- Reprinting stationery and packaging
The more visible the change, the more pressure there is to replace physical items sooner.
Cost and impact by level of change
| Level | Design work | Rollout impact |
|---|---|---|
| Technical redraw | Recreate artwork precisely; prepare files | Minimal; existing items still match |
| Refinement | Small adjustments across all versions | Low; differences rarely noticed |
| Evolution | New elements developed and tested | Moderate; items replaced over time |
| Replacement | Full new logo development | High; most items eventually replaced |
When a redraw is all you need
Many logo problems are really file problems: the logo exists only as a blurry image, printers complain, the colours vary. A technical redraw recreates the logo accurately as vector artwork, fixes colour values and adds missing versions, without changing how it looks. Because existing signs and printed items still match, there is little or no rollout cost. It is often the best-value first step.
If a redraw is done first, a later refinement or evolution can build on clean artwork.
Example: choosing a level
Illustrative example — not a client case study
Situation: A business's logo looks slightly dated, fails as a social profile image and exists only as a low-resolution file.
- A redraw is quoted alongside a refinement option that also simplifies the symbol for small sizes.
- The business chooses the refinement, as the change is subtle enough for existing signs to remain.
- New files are sent to suppliers; printed items are updated as stock runs out.
What this shows: The small-size problem was fixed without an early replacement of signage. This example is illustrative.
Comparing redesign quotations
Check
- Level of change proposed
- Versions and formats rebuilt
- Side-by-side comparisons included
Clarify
- Copyright in the redesigned logo
- Help switching suppliers' files
- Cost of moving to a different level later
Trade mark costs
If your logo is registered as a trade mark and the redesign changes it significantly, the existing registration may not protect the new version. A new application would add cost; GOV.UK states that registering a UK trade mark costs at least £205, depending on the goods and services covered. Taking advice before finalising a significant change helps you budget for this.
Recovering lost source files
Many businesses no longer have the original logo files, only a small image or a scan of printed material. Recreating artwork from these takes more time than working from source files, particularly for detailed symbols or custom lettering. Before requesting quotations, check with previous designers, printers or sign makers whether they hold vector files; finding them can reduce the cost of a redraw considerably.
Redesign versus starting over
An evolution is not always cheaper than a new logo in design time, because careful work is needed to keep recognition while changing the mark. Its advantage is usually in the rollout: customers adjust easily, and older items can stay in use for longer. Weighing both design and rollout costs gives the fairest comparison.
Spreading the cost
Design work and rollout can both be phased. A redraw can be completed now to solve urgent file problems, with a refinement or evolution later when signage or vehicles are due for replacement, so the visible change coincides with spending that was already planned.
Questions about logo redesign cost
What affects logo redesign cost most?
The level of change and the condition of your current files.
Is a redraw cheaper than a redesign?
Usually, and it carries little rollout cost because the look is unchanged.
Will we need to replace our signs?
Not for a redraw or subtle refinement; possibly for an evolution or replacement.
Will a redesigned logo need a new trade mark application?
Possibly, if the change is significant; GOV.UK gives £205 as the starting fee, and advice helps.
Are all versions rebuilt?
They should be; confirm in the quotation.
Can we start with a redraw and redesign later?
Yes, a later change can build on clean artwork.
What if we have lost our logo files?
Ask previous designers, printers or sign makers; otherwise the logo is redrawn from images.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- GOV.UK: Register a trade mark (opens in a new tab) — reviewed 2026-10-23
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