ZAK’s identity for Ronan Space Systems draws on ancient petroglyphs to create a cosmic legacy.
”ZAK was brought on to create a brand identity that could honour the vision of the founders – something unorthodox, yet grounded in meaning,” explains Partner & Creative Director Kristian Hay. “We began by unpacking the philosophical underpinnings of the company: What does it mean to leave a mark on the universe? How can a brand feel both advanced and ancient, pragmatic and poetic?”
The agency’s strategic exploration led them to an unexpected conceptual foundation: ancient petroglyphs. These earliest attempts at recording human existence offered a powerful counterpoint to the category’s typical aesthetic approach, creating a bridge between humanity’s past and its cosmic future. The concept allowed ZAK to frame Ronan’s mission across three strategic pillars – today, tomorrow and beyond – positioning the startup as a pioneer building not just hardware, but legacy.
The resulting visual system deliberately embraces organic, adaptable forms rather than the rigid technical aesthetics that dominate the aerospace sector. ZAK paired the ancient symbol references with space-driven aesthetics, creating something that feels familiar yet undefined – hinting at both archaeology and outer space through intentional ambiguity.
“They're not just building hardware, to them they’re building a legacy," Hay explains. “A rigid, hyper-technical identity wouldn’t have been representative of them as people, as a company. Instead, we leaned into shapes and textures that felt more natural, more imperfect, something that could evolve, shift and adapt as their mission grows.”
For typography, the team selected Monument Extended as the primary typeface, chosen for its bold, brutalist character that serves as a counterpoint to the organic visual elements. The choice also subtly nods to one of the founders’ appreciation for old rave ephemera, adding an unexpected cultural twist within the space context. Basis Grotesque provides functional support across applications, while Basis Grotesque Mono brings technical, utilitarian tones where needed.
The colour palette reinforces the brand’s strange but optimistic voice through weathered tones rather than the deep-space blacks or hyper-saturated blues typical of the category. “There’s a kind of lived in feeling to the palette, tones that feel like they’ve been dusted by time, rather than hyper-saturated or digital,” notes Partner & Art Director Arvin Paelmo. “The colours help carry that ambiguity. They make the brand feel a little odd, but still hopeful.”
This approach reflects ZAK’s understanding that space innovation involves intuition, belief and human effort – rarely linear processes that deserve visual systems capable of flexing across contexts from spacecraft blueprints to mission patches. The organic nature of the design mirrors the collaborative, non-linear nature of the work itself, creating an identity that feels undeniably Ronan while challenging category conventions.
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Content taken from Ronan Space Systems
