Hive “Humanise” Rebrand

I’m always interested in how businesses approach their rebrands and brand refreshes, particularly their visual identities.

So, British Gas’ fresh new identity for its smart home brand Hive caught my eye.

The new brand has been “humanized” to reflect that you can now get motion sensors, smart lighting and plus, while also showing how the smart home devices are more accessible and affordable.

Visually the new identity reflects the name more, has a softened feel to it and casual tone of voice. They also are bring some new features including an animated beehive symbol.

The original orange is still the main colour, but they have introduced a new colour palette of green, purple, pink, grey and white to be used in communications and packaging.

The Hive rebrand is a very clear demonstration of how a logo and colour palette can have a dramatic impact on brand position, injecting new life into the company.