Honeybee Robotics Rebrand

Aligning vision and form for a new era of space innovation

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, I 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.

I 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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