About HoneyBook
HoneyBook is the all-in-one clientflow management platform for independent service-based businesses. By combining tools like billing, contracts, and client communication, HoneyBook helps business owners get organized so they can provide top-tier service at every step. Independents are the backbone of the economy and the heartbeat of local communities everywhere. HoneyBook helps these businesses thrive by empowering them with the tools and resources they need to be successful in business, doing what they love. HoneyBook is trusted by over 100,000 service-based businesses in the United States and Canada that have booked more than $9 billion in business on the platform.
Credit: HoneyBook, Company Policy
We’ve rebranded
The goal of HoneyBook’s new brand identity is to capture the spirit, courage, and creativity of independents—and of course, the unique way they work. Our visual system uses various elements to convey the notion of flow and progress—uncoincidentally, what HoneyBook is designed to deliver to our members and their clients. It also introduces new ways to showcase the diverse tools, insights, and emboldened professionals at the heart of HoneyBook.
Why rebrand? Why now?
A signal that we’re here and on a specific mission — now fueled with more clarity of our audience, category and product vision than ever before.
Logo: We arrived at our new logo through a thoughtful exploration of functional needs and a desire to portray the clientflow story. The logo is a pillar of the new visual ID and serves as a point of consistency and inspiration.
Color: We set a goal to stand out, both against the similar products used alongside us and in the channels we use to advertise. The colors seek to embody boldness and fearlessness. Making a strong consistent presence while leaving space for the members’ brand to shine.
Flow: Critical in any layout is the feeling of flow and connectedness: a visual depiction of clientflow. We have several tools we’re using to do this, including the negative space and channels created by the grid, arrow motifs, and elements in motion.
Data Graphics: Knowledge over decoration. We’re using interesting stats and referencing data-graphics to enhance key moments, as well as visualize our brand archetype—The Fearless Sage.
