What’s behind the evolution of our brand

At Rocket Lab, we believe a brand always grows and evolves with its audience, industry, and purpose. After five years of leading app performance marketing in Latin America, we decided it was time for a bold refresh of our brand identity—one that reflects who we are now and where we’re headed.

What’s Behind Our Brand Refresh?

1. Reflecting on the company’s evolution

“Our new key visual shows how Rocket Lab has gone from being a well-known name to a brand that’s truly relevant and memorable in Latin America’s app market,” says Marcela González, VP of Marketing at Rocket Lab.

As a company grows, so should its brand. Over the years, Rocket Lab has evolved with new solutions, a broader focus, and a solid position as The App Growth Hub. This refresh ensures our visual identity reflects who we are today and where we’re heading.

2. Standing out in a crowded market

The market changes quickly, and so does the competition. While black has always been a signature part of our identity, we’ve seen other companies adopt similar color palettes. This refresh is our way of staying bold and unique, making sure we stand out in a sea of sameness.

3. Building a stronger connection with our audience

A fresh and impactful look sticks with people and creates positive emotions. By adding innovative elements like holographic textures and a more abstract visual style, we’re making sure our brand continues to connect with our audience authentically and memorably.

WHAT STAYS THE SAME? 

We’ve stayed true to Rocket Lab’s essence, preserving key elements that have defined us from the beginning:

• The space concept: constant evolution
  

Our DNA remains rooted in the ideas of expansion and growth. However, we’ve reimagined this concept for a more digital world, moving away from literal representations to embrace abstractions that evoke a connected, dynamic, and future-ready universe.

• Black: our timeless signature
  

Black continues to be central to our identity. It reflects our essence—bold, pioneering, and a little rebellious. Rocket Lab has always stood out by setting trends and doing things our way, and this refresh reinforces that unique personality.

• The slash (/): versatility and evolution
  

The slash is more than just a design element. It is a reflection of who we are and symbolizes the integration of our solutions and our adaptability. It also marks key transitions and represents our dedication to evolution, innovation, and embracing change.

What’s evolving?

• Holographic texture: a lasting impression
  

We’ve added something entirely new to our visual identity—a holographic texture. This element brings a fresh sense of innovation and modernity, drawing attention and creating a lasting impact. It’s a design detail that doesn’t just catch the eye but leaves a meaningful impression.

• Angular shapes: a strong statement
  

Angular shapes remain a central part of our identity, emphasizing our confidence as a company with clear decisions and bold perspectives. They symbolize our determination and clarity, standing out in a market that’s often crowded with noise.

• A refresh designed to lead
  

As more companies begin to adopt elements similar to ours, this visual update helps us reclaim our position as trendsetters. Our essence remains the same, but our refreshed design ensures we continue to lead with a style that is distinctively ours.

“This refresh not only modernizes our image but also reflects our commitment to exploring new dimensions of app growth while keeping our focus on the future,” says Marcela.

The Future of Rocket Lab

This refresh is more than a new look. It reflects who we are and the direction we are heading. At Rocket Lab, we are committed to driving the growth of the most innovative apps while making a lasting impact in the world of marketing.

If you want to learn more about this new chapter and discover how we can support your growth ambitions, get in touch with us today. 🚀