CubeSmart Logo PNG
Storage becomes a priority when moving, renovating, or facing a lack of space at home or in the office. Boxes, furniture, and documents are placed in individual storage units, ensuring access and the safety of belongings. The CubeSmart logo is associated with a company that provides storage services and manages a network of storage facilities for individuals and businesses.
CubeSmart was founded in July 2004 as U-Store-It Trust. The company began as a real estate investment trust. In October 2004, it held an initial public offering and raised about $ 217 million. After that, large-scale expansion began through the acquisition of storage facilities across the United States. By the mid-2000s, rapid growth led to problems with occupancy and operational stability. In December 2008, the headquarters was moved to Malvern, Pennsylvania.
In April 2006, Dean Jernigan, founder of Storage USA, became president and CEO. He initiated a restructuring and sold less-profitable assets. The main focus was on markets with high population density and income levels. In June 2006, Chief Financial Officer Christopher Marr joined the management team.
In September 2011, U-Store-It changed its name to CubeSmart. About $ 8 million was spent on rebranding. In October 2011, the company acquired a portfolio of 22 Storage Deluxe properties for $ 560 million, strengthening its position in New York. In November of the same year, it conducted an additional stock offering of $202.5 million and issued preferred shares for $74.8 million.
In 2012, CubeSmart completed the integration of Storage Deluxe assets. The company acquired 22 properties for $128.4 million and gained full control of 9 HSRE Venture assets. In February 2013, the board of directors appointed Christopher Marr as Dean Jernigan’s successor. Since January 2014, he has led the company.
In November 2021, CubeSmart announced the acquisition of LAACO Ltd., owner of the Storage West network. The deal amounted to $1.69 billion, including $40.9 million in debt. The portfolio included 59 facilities located in Southern California, Phoenix, Las Vegas, and Houston. The transaction was completed in December 2021.
In August 2022, CubeSmart, through its HVPSE joint venture, sold 14 properties for $235 million and received $49.9 million in profit participation. In 2023, the company acquired a property in New Jersey for 22 million dollars and completed construction in Astoria, New York City.
In 2024, CubeSmart invested about $ 199.4 million. The main portion, 157.3 million, was directed toward purchasing the Hines portfolio, which included 14 properties in Texas. The company bought out the remaining 80 percent of its HVP IV joint venture for $ 452.8 million.
Meaning and History
What is CubeSmart?
An American real estate investment trust from Malvern, Pennsylvania, specializing in self-storage facilities. It ranks third in the United States by property volume, managing more than 1,000 complexes across 41 states and the District of Columbia. It owns over 640 properties, and the rest are managed through partnerships and contracts with private owners. Acquisitions, including Storage West, a platform with assets in Southern California, Phoenix, Las Vegas, and Houston, have supported growth.
2004 – 2011
U-Store-It Trust was established in July 2004 and received the storage business assets of the Amsdell family. The company was incorporated in Maryland as a real estate investment trust, or REIT. It completed its initial public offering on October 27, 2004.
The name U-Store-It described the rental of storage spaces and addressed the customer directly. The letter “U” replaced the English word “you,” while Store It suggested placing possessions in storage. The wording presented the owner of the belongings as an active participant in the service.
The logo had the form of an elongated red block with white text. The name U•STORE•IT occupied the upper section in uppercase letters set in a heavy sans-serif typeface. Thick strokes gave the wordmark a solid form. Large circular dots separated U, STORE, and IT, replacing hyphens or spaces. The letter “U” retained its direct reference to the customer.
The line Storage • Service • Solution appeared below. It referred to storage, customer service, and a complete solution. The text used a thin, elongated serif typeface. The words began with uppercase letters, while round separators repeated the dots from the upper line. The smaller size distinguished the explanatory phrase from the company name. Both inscriptions remained inside the same red field.
Red and blue appeared on storage facility signs and in company materials from 2004 to 2011. In the version described, red served as the background and white was used for the letters. The name communicated the storage of personal belongings and corresponded with U-Store-It’s early positioning.
Management later identified a difference between the name and the company’s role. The phrase “you store it” gave the customer the leading role. At the same time, Storage • Service • Solution described the service provided by U-Store-It. As the company expanded its services, the former name narrowed perceptions of the brand. It became one reason for adopting a new name.
2011 – today
Until 2011, the company used the red U•STORE•IT wordmark. Round dots separated the three parts of the name, while the letter “U” addressed the customer. This version appeared in official U-Store-It presentation materials in January 2011.
The company announced its transition to the CubeSmart name on September 6, 2011. The legal process was completed on September 14, and its shares began trading under the ticker CUBE on September 19. The new stock symbol repeated the first part of the name and was used in investor communications.
The word Cube comes from the phrase “storage cube” and refers to an individual storage unit rented by a customer. Smart refers to the service provided by employees. They helped customers select a unit and organize the storage of their belongings. CubeSmart combined storage rental with service and thoughtful organization.
The rebranding of storage properties began in the fall of 2011. Costs were estimated at approximately $8 million. New signs accounted for most of the expense. The company planned to convert its owned properties to the CubeSmart identity by mid-2012. The program covered the company’s operations, finances, and real estate structure.
A red three-dimensional figure shaped as an open cube appears on the left. Vertical, horizontal, and diagonal lines create a framework with surfaces based on isometric projection. The outer contour resembles a hexagon, while internal segments divide the structure into several planes. The cube refers to the company name and a storage unit available for rent.
The red word CUBESMART appears on the right in uppercase letters. The name uses a sans-serif typeface with narrow spacing. The letter “S” is taller than the neighboring letters and separates Cube from Smart while preserving the unified spelling. Some versions include the phrase self storage below. It appears in smaller, thin lowercase letters and identifies the company’s business.
Designer Keith Bloom included the CubeSmart National Brand Identity & Graphic Standards project in his professional portfolio. The work covered the national brand identity and its usage guidelines. Following the renaming, the red cube, company name, and explanatory line appeared on storage facility signs throughout the network.
