A rebrand is worth it when your look feels dated, your offer or target audience has changed, or several brands are being brought together. Often a refresh of colours, typeface and logo is enough. With Swiss freelancers, a logo costs around CHF 400 to 1,500, a refresh a few thousand francs, and a full rebrand for an SME more like CHF 8,000 to 25,000.
How to tell it's time
- Your look feels dated. According to industry data, that's the most common trigger for a rebrand.
- Your logo, website and printed materials no longer look like they come from the same company.
- Your offer or your target audience has changed.
- Competitors come across as more professional, even though your work is just as good.
- Several companies or products need to appear as one family.
Refresh or rebrand?
| Refresh | Rebranding | |
|---|---|---|
| What happens | Colours, typeface and logo are modernised | Your look, and often your positioning, is created from scratch |
| Recognition | Is kept | A deliberate fresh start |
| Timeframe | A few weeks | Several months |
| Guide price in Switzerland | around CHF 2,000 to 8,000 | around CHF 8,000 to 25,000 for SMEs |
For many small businesses, a refresh is the more sensible step. A complete rebrand takes much longer, because positioning, design and switching over every channel all come together.
What a logo costs
| Provider | Guide price |
|---|---|
| Swiss freelancer | CHF 400 to 1,500 |
| Small to medium-sized agency | CHF 1,500 to 4,000 |
| Large agency | CHF 5,000 to 20,000 and more |
The ranges are wide because “logo” can mean very different things: a single file, or a well-thought-out mark with variants, rules and applications. Ask what's included in the price.
How a rebrand works
- Analysis: what works and what doesn't? How do competitors present themselves?
- Positioning: what does the brand stand for, and who is it for?
- Design: logo, colours, typefaces, imagery and applications.
- Roll-out: website, printed materials, social media, signage.
- Digital details: redirects if the domain changes, metadata, profiles.
- Launch: tell your team and customers, and switch everything over on the same day.
A common mistake: the new look only gets rolled out partly. Then the brand looks less consistent than before.
What goes into a brand guide
- Logo variants with clear space and minimum size
- Colour codes for screen and print
- Typefaces and typography rules
- Imagery and icons
- Tone of voice with copy examples
- Templates for business cards, presentations and social media
A good example of a system with several brands is our brand family for advisorii, passporter and allbankaccount.
Protecting your logo as a trademark
If you plan to work with a name and logo for a long time, registering a trademark is worth it. In Switzerland, registration goes through the Swiss Federal Institute of Intellectual Property (IPI). You'll find current fees and the process directly on ige.ch. Before rebranding, check that the name is still available.
Sources
- Brackmedia: Rebranding, when a brand relaunch is worth it
- Betterbranding: What is a rebrand?
- Specialpage: Logo design costs in Switzerland
- Swiss Federal Institute of Intellectual Property (IPI)
FAQ
How much does a logo cost in Switzerland?
Usually CHF 400 to 1,500 with freelancers and CHF 1,500 to 4,000 with small agencies. Our guide to logo costs explains all the price factors.
When should you rebrand?
When your look no longer fits the company: dated, inconsistent, or after a change in your offer, target audience or structure.
What's the difference between a rebrand and a refresh?
A refresh modernises your existing look, a rebrand builds it from scratch. A refresh is quicker and cheaper.
Do I have to protect my logo?
It isn't mandatory. But registering a trademark with the IPI secures your rights to the name and mark in Switzerland.
Give your look an update.
We'll tell you honestly whether a refresh is enough or a rebrand makes sense. The initial call is free.