Jones Knowles Ritchie (JKR) is responsible for the naming, positioning, and visual identity of the new B2B data center company Centersquare. The design aims to highlight adaptability and distinguish itself from the traditional security cues prevalent in the sector.
Centersquare was formed from the merger of Cyxtera and Evoque earlier this year. Although JKR was known for its work in the B2C space, the studio responded to the client’s proposal request by showcasing their initial thoughts on the category and B2B branding.
JKR’s account director, Becca Keith, wanted to demonstrate their unique perspective and how their creative approach can transcend different categories. Despite this being a departure from their usual projects, Keith and the team were excited to explore new possibilities and growth opportunities.
The goal was to create a new brand that encompasses everything needed for growth, relevance, and connection, from defining market positioning to designing the website. JKR took a collaborative and fast-paced approach to ensure a seamless brand experience.
The visual strategy behind Centersquare focuses on „Infinite Flexibility, Absolute Certainty,“ aiming to balance adaptability and trust in a changing world. The design needed to convey sophistication, professionalism, and approachability without losing a sense of authority.
The name Centersquare was chosen for its combination of stability and approachability, symbolizing focus, trust, and connection. The logo, created by custom letterer Simon Walker, represents stability within a dynamic structure. A custom data visualization tool was developed to bring open-source data to life in unique ways across various branded communications.