A rebrand is not just a new logo. It changes how an established business looks, sounds and presents itself, and it touches almost everything the business owns: the website, signage, stationery, vehicles, uniforms, packaging and social media. The design is often the smaller part of the cost. The rollout is where budgets are usually underestimated.
This guide explains what a rebrand costs in Kenya at different scales, which rollout costs to plan for and how to avoid common mistakes. Figures are indicative ranges in Kenya shillings for planning. Official fees and rules, such as business registration and trademark fees, change, so confirm them with the relevant authority.
The short answer
- A brand refresh, which updates the look but keeps the name and positioning, typically costs KES 40,000 to 150,000 in design fees.
- A full rebrand with strategy, a new identity and guidelines typically costs KES 150,000 to 500,000, and major rebrands for larger organisations can exceed KES 500,000.
- The rollout, which means applying the new brand to signage, print, vehicles, website and uniforms, often costs as much as the design itself, and sometimes more.
- Plan the rollout in phases, and replace old materials as they run out where you can.
Rebranding cost at a glance
| Scale | Best for | What changes | Indicative design cost (KES) |
|---|---|---|---|
| Brand refresh | Businesses with a sound brand that looks dated | Logo update, colours, fonts and templates, with the same name and positioning | 40,000 to 150,000 |
| Full rebrand | Businesses changing direction, audience or image | Strategy, new identity, guidelines, templates and a launch plan | 150,000 to 500,000 |
| Major rebrand | Larger organisations, mergers, multi-product or multi-location businesses | Research, naming, brand architecture, a full system and a rollout programme | 500,000 to 1,500,000 and above |
Ranges cover design and strategy fees only. Rollout costs are separate and are covered below. All figures are shown before VAT.
When does a business need a rebrand?
- The business has changed what it sells or who it serves
- The brand looks dated or inconsistent across materials
- A merger, acquisition or change of ownership
- The name causes confusion or has legal problems
- The business is expanding into new markets or locations
- The current identity does not work well on digital, signage or print
- A reputation problem calls for a clear fresh start
A rebrand is not always the answer. If the real problem is poor service or weak marketing, a new logo will not fix it.
What is included at each scale
Brand refresh: KES 40,000 to 150,000
- Review of the current brand and where it is used
- Updated logo and colour palette
- Refined typography and templates
- A short style guide
- Updated social media profile assets
Full rebrand: KES 150,000 to 500,000
- Audit of the current brand and your competitors
- Brand strategy: positioning, audience, voice and key messages
- A new logo and identity system
- Full brand guidelines
- Templates for stationery, presentations and social media
- A rollout and launch plan
Major rebrand: KES 500,000 to 1,500,000 and above
- Stakeholder research and workshops
- Naming and brand architecture for several products or locations
- A comprehensive identity and guidelines
- A rollout programme with phasing and budgets
- Internal launch and staff briefing materials
- Launch communications support
Rollout costs to plan for
Applying a new brand costs money wherever the old brand appears. List every place before you set a budget.
| Rollout item | Indicative range (KES) | Notes |
|---|---|---|
| Website update or redesign | 30,000 to 300,000 and above | From a visual refresh to a full rebuild |
| Stationery set (cards, letterhead, envelope) | 8,000 to 30,000 design, plus printing | Printing is priced separately |
| Brochures and company profile | 15,000 to 60,000 design, plus printing | Depends on the number of pages |
| Shop or office signage | 10,000 to 250,000 and above | Depends on size, materials, lighting and installation |
| Vehicle branding | 15,000 to 80,000 partial, 60,000 to 250,000 full wrap | Per vehicle |
| Uniforms and merchandise | 500 to 2,800 per item | Depends on quantity and garment |
| Packaging | 15,000 to 80,000 design per product, plus production | Production runs often have minimum quantities |
| Social media assets and templates | 10,000 to 40,000 | Profile images, covers and post templates |
| Email signatures, forms and documents | Low, mostly staff time | Often forgotten but highly visible |
| Launch communications | Varies | Announcement, customer notices and advertising |
For printing and signage prices, see our print cost guide and signage cost guide.
Other costs and checks
- Business name. If the legal name changes, registrations, licences, tax records and bank details must be updated. Check the current requirements and fees with the relevant authorities, such as the Business Registration Service and the Kenya Revenue Authority.
- Trademark. A new logo or name may need registering. In Kenya trademarks are registered through KIPI, with fees charged per class. See our logo design cost guide for the basics.
- Domain and email. A new name may need a new domain. Keep the old domain and redirect it, so links and customers still reach you.
- Google Business Profile and listings. Update the name, logo and details everywhere, and keep the name on your profile in line with your real-world name.
- SEO. Changing the domain or page addresses without redirects can cost you search visibility. Plan redirects, and keep content where you can.
- Permits and approvals. Check whether signage permits or landlord approvals need updating.
What drives the cost of a rebrand
- Scale. A refresh, a full rebrand and a major rebrand are very different projects.
- Research depth. Interviews, audits and competitor analysis take time.
- Number of touchpoints. More places to update means more design and rollout work.
- Naming. Developing and checking a new name adds time and cost.
- Stakeholders and approvals. More decision makers mean more rounds.
- Experience of the designer or agency. Experienced teams charge more and usually avoid costly mistakes.
- Timeline. A tight launch date raises costs.
- Training and internal launch. Briefing staff takes planning and materials.
Typical rebrand timelines
| Scale | Typical timeline before rollout |
|---|---|
| Brand refresh | 4 to 8 weeks |
| Full rebrand | 2 to 4 months |
| Major rebrand | 4 to 9 months |
Rollout adds further weeks or months, depending on how many materials, locations and vehicles are involved.
How to plan the rollout
- Audit every place the current brand appears, and list them.
- Group the items by urgency: digital first, then high-visibility items such as signage, then items that can wait until stock runs out.
- Set a launch date, and prepare materials before it so the change looks coordinated.
- Keep old materials in use until the new ones are ready, to avoid a half-changed look.
- Brief staff first, so they can explain the change to customers.
- Announce the change to customers, partners and suppliers, with a clear message about why it is happening.
- Track the results: enquiries, reviews and customer feedback.
Common mistakes to avoid
- Treating a rebrand as only a new logo
- Not budgeting for the rollout
- Changing the name without checking registrations and trademarks
- Dropping the old domain without redirects
- Launching before staff and customers are prepared
- Too many people approving every detail
- Ignoring what customers already value about the current brand
How to compare rebranding quotes
- Does the quote cover strategy, design, guidelines and rollout support, or design only?
- What deliverables and file formats will I receive?
- How many concepts and revision rounds are included?
- Who owns the final designs, and what rights do I get in writing?
- How will the rollout be phased, and who manages it?
- What is not included, such as printing, signage, website and trademark fees?
- What is the timeline, and what could delay it?
- What are the payment stages?
How R3 Creative Media can help
We plan and design rebrands for Kenyan businesses and carry them through to print, signage and the website. Read more about our brand identity and logo design, visual identity and graphic design and commercial printing and signage services. For more cost detail, see our branding cost guide and website design cost guide. We quote the design and the rollout separately, so you can see where the money goes.
Frequently asked questions
How much does a rebrand cost in Kenya?
A refresh typically costs KES 40,000 to 150,000 in design fees, and a full rebrand KES 150,000 to 500,000. Larger organisations can spend more, and rollout costs come on top.
What is the difference between a rebrand and a refresh?
A refresh updates the look, such as the logo, colours and fonts, while keeping the name and positioning. A rebrand changes more: strategy, positioning, identity and often the name.
How much should I budget for the rollout?
Plan for it separately and early. The rollout often costs as much as the design, and sometimes more, because it covers signage, print, vehicles, website and uniforms.
Can I rebrand in phases?
Yes. Many businesses update digital channels first, then high-visibility items, and replace printed materials as stock runs out. Set a clear launch date so the change looks coordinated.
Will a rebrand affect my SEO?
It can, especially if the domain or page addresses change. Use redirects, keep your content where possible and update your Google Business Profile and listings.
Do I need to register the new logo as a trademark?
It is not required in order to use the logo, but registration protects it. Registration in Kenya is handled by KIPI, charged per class and takes many months. Take advice from a qualified agent.
How long does a rebrand take?
A refresh takes about four to eight weeks, a full rebrand two to four months and a major rebrand four to nine months, before the rollout.
How do I tell customers about the change?
Announce it clearly on your website, on social media and in person, explain why it is happening and show that service and quality stay the same. If the name has changed, keep the old name visible for a while.
Figures are indicative market ranges in Kenya shillings, last reviewed in October 2026. Official fees for business registration and trademarks change, so confirm them with the relevant authority. This guide is for planning only, is not legal advice and is not a quotation.