I do think the Alien is horribly generic at this point. I think Kenner may have been somewhat aware of this. You've seen the alien in movie ripoffs, and R-Type, along with oodles of other video games too. It's a great design, iconic and eternal, but it's become a setpiece for the most part. The Alien 5 concept art was top-notch nearly across the board, and David's sketches were incredibly intriguing. Not saying it has to go in either of those directions, but the ability to do something new and interesting is definitely there.
Even the simple Wey-Yu book was stark and alienless, on its exterior. And Colonial Marines, while not a work of art, was very clear on what it was without an alien, although granted only the WY book really dealt with them. I'm no artist, but just making a space station and slapping a WY logo on it would be an improevment. Maybe put some alarms or explosions or debris, on that or a small town or outpost or whatever. One of the things that made Alien great was that it did not show the Alien front and center, and sometimes I think authors or the people dictating what do that can write forget that Alien, as a franchise, when it's good, it's as much or more about the humans behave, react, and do to each other than the starbeast; as many have said, the true antagonists are the humans, either directly or behind the scenes, often both.