Honeybee Robotics Rebrand

Aligning vision and form for a new era of space innovation

As part of my graduate design studio, I led the visual identity rebrand for Honeybee Robotics, a pioneering robotics company now operating as a wholly owned subsidiary of Blue Origin. With this new chapter in mind, our team set out to design a refreshed brand system that both honored Honeybee’s legacy and signaled its future within a broader spaceflight ecosystem.

Brand Strategy

Our concept centered on visual convergence, creating a system that could seamlessly live alongside Blue Origin’s identity while remaining uniquely Honeybee. I designed a suite of new logos, each inspired by the mechanics of flight and the engineering of precision. The final mark features a stylized bee wing rendered in sharp geometry, echoing Blue Origin’s iconic feather and capturing the synergy between earth-born innovation and extraterrestrial ambition.

We matched the brand’s new signature blue to the exact tone used by Blue Origin, reinforcing their shared mission through subtle visual alignment. The broader style guide included expanded typography systems, a restrained but high-impact color palette, and layout guidance for digital and hardware applications.

My Role

I was responsible for concepting and designing all final logo marks used in the rebrand. This included iterative sketching, prototyping in vector, and refining based on feedback from peers and instructors. I also developed the brand's motion logo and contributed to mockups across web and packaging.

Impact

The resulting identity is precise, forward-looking, and technically grounded, just like the company itself. The rebrand serves as a bridge between Honeybee’s deep engineering roots and the bold, collaborative future it now shares with Blue Origin.

See the full Brand Guidelines and Style Guide

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