Rocket Lab Redesign

Identity and motion design

Complete visual identity redesign for Rocket Lab. Rocket Lab is a private American aerospace manufacturer and satellite launch service provider. The visual redesign aims to showcase Rocket Lab’s unique blend of cutting-edge technology and down-to-earth culture, creating a brand that resonates specifically with aerospace engineers and students, while inspiring a new generation of space enthusiasts.

→ Graphis New Talent Awards 2024, Silver

Logomark

The new Rocket Lab logo captures the essence of pushing the boundaries of what is possible. The curvature of the lines creates the illusion of bending space and time, implying innovation and the unique qualities of Rocket Lab.

Environmental

Electron rocket in the factory wearing the redesigned purple livery
Electron stages lined up in front of the new Rocket Lab wall graphic
Close-up of the logomark wrapped around the interstage

The rocket livery is redesigned with the brand elements with the logo right at the point of separation. During staging, the “Rocket Lab” wordmark separates and keeps on going.

Mission control room with the new brand on the walls and screens
Electron on the launch pad in the new livery
Electron lifting off from the launch pad
Branded helicopter flying out to catch the returning first stage
First stage descending under its parachute over the ocean

Shortly after launch when the first stage comes back, Rocket Lab sends helicopters to go and catch the first stage in mid-air!

Posters

Bus shelter poster reading “Possibilities without boundaries”
Three framed posters in a subway station
Wall of Rocket Lab posters on a city street
Launch schedule poster with the Rutherford engine illustration
Subway platform with launch schedule and crew posters
Roadside billboard announcing the “Virginia is for launch lovers” mission
Electron billboard with the line-pattern graphics

Mobile App & Social Media

Launch schedule screen of the Rocket Lab app
Mission detail screen with the launch countdown
Rocket Lab Instagram profile in the new identity
Instagram story reading “Possibilities without boundaries”
Live broadcast screen with the host on camera
Live broadcast screen following the launch

The app is designed to help keep track of upcoming launches as well as to watch the live broadcast of the mission.

Colors

Color palette: Aero, Cosmic, Turbulent, Plasma, and Lunar

The new split-complimentary color scheme emphasizes the sense of progress, while also providing a fresh take in the aerospace industry.

Typography

Typography specimen with the “Possibilities without boundaries” headline

Brand Elements

Line patterns, color blocks, and wireframe engine illustrations

The line patterns represent the different services that Rocket Lab offers: Innovation, Propulsion, Navigation, and Separation. The line patterns can also be used as shape patterns with the gradient conveying the sense of movement.

Process

Perspective plotting, motion tracking, real-time rendering, and crazy camera movements were used inside of Blender 3.5 to create an immersive viewing experience.

Blender scene of the Electron rocket in the factory with motion tracking

Special Thanks:
Ming Tai, Yuqin Ni, Monica Schlaug