Six years in, I looked at Bee Young Communications and Marketing and saw a company that had outgrown its own logo. Olympic gold medalists. Century-old family businesses. Global campaigns. The work had leveled up — and it was time the brand said so out loud.
It’s the same advice we give every client: your brand should reflect where you are now, not where you started.
Here’s why we retired our 2020 look, what we kept, and why it mattered.
What 2020 got right
Bee Young Comms’ first logo was orange for a reason. Warm, energetic, impossible to ignore. Exactly right for a brand-new agency walking into a room for the first time.
But trends date. Back in 2020, punchy orange was everywhere. It was the color of every scrappy new direct-to-consumer brand. It said “we’re new and full of energy.”
Six years later, that’s not our message. We’ve delivered tens of millions of impressions, run global campaigns, and helped century-old companies compete like modern brands.
We’ve grown. Our branding hadn’t.
Why it mattered
Your brand is the first thing you say before you say anything. People size up your judgment and your credibility in the second it takes a logo to load. Bee Young Comms said “scrappy startup.” Our work said “trusted partner.” That gap costs you.
So we didn’t set out to look different. We set out to look true. Trust, warmth, and energy — and we refused to give up any of the three.
What we kept: our Bee
Walking away from our Bee was never on the table.
Those two interlocking figure-eights are the whole idea: hard work, community, real results — and, of course, our name. So we didn’t replace it. We refined it. Cleaner lines. Shorter antennae. Rebuilt as crisp vector art that looks sharp on a business card or a building wall. Same soul, sharper execution.
That’s a rebrand, not a reinvention. Most brands need the first, not the second.
The colors, and why each one has a job
Here’s the part I love: our palette didn’t come from a trend. It came from a lobster. I was on vacation in Mallorca in May when this deep cobalt blue lobster stopped me in my tracks, and I couldn’t shake the colors. It became our anchor and the whole palette grew from there. Every color earns its place.
- Deep Sapphire is the anchor. Blue signals trust and stability, which is exactly what a client buys when they hand you their reputation.
- Sand is the warmth. It keeps the blue from feeling cold and corporate, and reminds people we’re a real, hands-on partner.
- Teal is the spark. We use it on purpose and in small doses — a button here, a highlight there, never the whole page.
The lesson? Energy doesn’t have to shout. One confident accent, used with discipline, does the job. Which, not by accident, is also how good communication works.
What this means for your brand
We didn’t rebrand because we were bored. We did it because our brand had a job to do, and it had stopped doing it well.
If there’s a takeaway, it’s this: your brand is a strategic asset, not a coat of paint. Evolve it on purpose. Keep what means something. And make every color, line, and word say what you actually need it to say.
We took our own medicine. We’d be glad to help you take yours.
Bee Young Communications and Marketing is a boutique agency in Tampa, Florida, helping brands build visibility, credibility, and real audience connection through public relations, social media, content marketing, and executive media coaching.