Centersquare

Brand Strategy

Naming
Visual Identity

Verbal Identity
Iconography
Data Visualization 
Animation & Motion

UI & Visual Design
Wire Framing & Prototyping
 

Centersquare is the newly named organization following a merger between two leading data centre companies, Evoque and Cyxtera.

Managing and storing data for organizations is built on trust and reassurance — that no matter what happens, all private information will be ok. With the positioning of “Infinite flexibility. Absolute certainty”, the new organization aims to became the most trusted trusted data centre infrastructure supplier, providing unparalleled service, and ensuring customers benefit from increased capacity, diverse options, more flexibility, and unmatched reliability. Centersquare puts customers and their data at the center of its business.

Along with a new name, Centersquare, the new identity is grounded in stability, but with a broader system built on the flexibility and ever changing nature of real-time data. 
The logo acts as the strong foundation, whilst its center becomes a vehicle for live data feeds, imagery and partner logos. 

The brand uses a data visualization tool at the heart of its graphic system. This leverages data sources open to the public, that showcases how the world is working. From global temperatures across the world, to population sizes and R&D spend per country, the brand showcases how data is crucial to the world in which we live.

All data expressions use square and cubic dna as the foundational elements of the graphic visualizations and system. The generative tool operates in 3 dimensions, and allows for both logo expressions, and graphic outputs that can be utilised across communications in static and motion formats. These can be customized with colour, size, angle, and perspective to create infinite exprressions. As time progresses, new data feeds and outputs will be added as the brand continues to evolve.

Collaborators

Designers
— Elaine Li
— John Vetter
— Daniel Stettner
— Gabriel Murgueytio
— Forrest Huu Ta
— Anu Manohar
Design Director
— Christina Janus
Creative Director
— David Balsamello
Strategist
— Scott Fogel
Producer
— Zoe Veness
Writing
— Corey Lewis
— Claire Falloon
Interface Designers
— Lee Sherman
— Meg Botterill
3D Visualization
— Mat Brown
— Damian Atkinson
Motion Director
— Stubbs Johnston
Motion Designer
— Kaitlyn Chandler
Data Visualization
— Variable
Client Director
— Becca Keith
Project Manager
— Christopher Gonzales