Rosie lee were asked to rebrand a data backup service on behalf of xpresstransfer. We wanted to convey the idea of safety and security but also to communicate the professional, diligent and friendly attitude of the staff. There are loads of data backup services out there with various combinations of words like ‘data’, ‘safe’, secure’ etc. We developed a range of names but decided on ‘beehive’ with our client, to communicate the friendly attitude and to cut through the other brands already out there.
The logo combines a bee and a padlock with friendly curves, using a simple, warm colour palette. A graphic language of bees, beehives and hexagons was developed for use online, in print and in the software itself as icons, loading screens and information screens etc.