26 August 2026 · M73LAB
A rebrand is expensive, consumes attention, and makes nobody richer for six months. It is still worth doing — but only for the right reasons.
The offer changed and the identity did not. You started alone and now run a team. You started with one service and now sell five. If the brand still tells the story of the smaller version of your company, it costs credibility at every first contact.
You are selling to different customers now. Moving from consumers to businesses means selling to people with different expectations. An identity that reads as likeable in a consumer market often reads as simply too small in B2B.
The identity no longer works technically. A logo from 2011 with a gradient and a drop shadow that exists only as a JPG is a problem in every application — on a dark background, as an app icon, embroidered on fabric, stamped into metal.
You are indistinguishable. If you could swap your logo for a competitor’s and nobody would notice, you do not have a brand, you have a label.
Revenue is flat. A new logo sells nothing. If the offer, the pricing or the sales work is the problem, a rebrand only postpones the diagnosis — and spends money that was needed elsewhere.
You are tired of looking at it. You see your brand a hundred times more often than your customers do. Fatigue on your side is rarely fatigue on theirs.
A competitor did one. The worst reason of all. Following produces similarity, and similarity is the problem you were trying to solve.
The logo is the smallest part. What matters is the system around it: a wordmark that survives being small, a colour system with defined behaviour on light and dark, typography with a clear hierarchy, and templates for the applications you actually encounter.
The practical test never changes. Hold your mark at profile-picture size, then stamped into metal, then running across a wall. What works at all three is a brand. What only works in the presentation is a drawing.
A logo redesign on its own starts in the low four figures. A complete identity — positioning, wordmark, colour and type system, applications and guidelines — typically runs between €4,000 and €12,000 for small and mid-sized companies. The range is set by how many applications are designed alongside it: website, vehicles, packaging, apparel.
Six to ten weeks is realistic for a full identity, provided decisions are made promptly. The longest part is rarely the design; it is agreeing what the company should stand for.
Only if you throw it away. For brands with existing recognition the work is evolutionary — familiar elements stay, everything else gets sharpened. A clean break is justified when the old brand is associated with something you are trying to leave behind.
M73LAB
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