Centersquare, a new name in data center solutions born from the merger of Cyxtera and Evoque, has crafted a fresh visual identity by Jones Knowles Ritchie. This rebrand highlights the company’s focus on flexibility, stability, and technological growth, all while reinforcing its mission to provide secure, reliable data services for businesses of every size.
At the heart of this new look is a simple and layered logo. Created by custom letterer Simon Walker, it features a nested square design—symbolizing stability within a dynamic framework. The design cleverly arranges the company name into a compact structure, with letters forming an inner and outer square. Getting the balance right wasn’t easy; the team had to fine-tune the spacing between tricky letter combinations like “NT” and “UA” and ensure the tail of the “Q” fit seamlessly into the overall layout. The final logo is clean and clear while subtly hinting at structure and centeredness—core data management and colocation services qualities.
The wordmark is sleek and adaptable, designed to work across various platforms. The team chose Systemia, a typeface by Peregrin Studio that blends smooth curves with the sharp precision of monospaced digital fonts. This makes it easy to read at smaller sizes—perfect for digital dashboards and technical docs—while standing out when scaled up. The crisp lines and balanced look echo the company’s focus on technical expertise and reliability.
What sets this identity apart is how it interacts with live data. The organization partnered with Variable.io to create a custom Data Visualization Tool that transforms real-time data into dynamic visuals. These data-driven graphics can even be integrated into the logo, making it a living, breathing representation of data activity. This showcases a tech-savvy approach and adds a unique, ever-changing element to the brand’s look.
The color palette uses professional neutrals—black, taupe, and white—to give the brand a sleek, modern feel. These core shades are paired with accent colors that add variety without overwhelming the design. This flexible color scheme works well across everything from corporate presentations to digital interfaces, keeping the visual identity consistent yet adaptable.
Visuals like sleek, perspective-based illustrations add another layer to the design, aligning with the company’s tech-forward image. Combined with bold typography and dynamic, data-driven elements, the new look tells a clear story: the brand is a modern, reliable player in the data center world.
The design balances precision and flexibility, as in the company’s services. Every detail reinforces the role of a trusted partner in today’s fast-moving digital landscape, from the clean, structured logo to the adaptable typography and live data visuals. This rebrand isn’t just about looking fresh—it’s about showing that Centersquare is ready to deliver secure, flexible, and future-proof data solutions.
