This is the rebranding of CenterSquare. CenterSquare is a data infrastructure company formed through the merger of Evoque Data Center Solutions and Scixtera Technologies. The company prioritizes two things IT buyers want in an increasingly uncertain market: unlimited flexibility to adapt to their needs and the certainty they can always count on.
The rebranding began with the name itself. The word "Center Square" evokes both the center where data gathers and the structure that supports it. JKR was in charge of the branding. The new logo, with its core motif of overlapping squares, symbolizes the foundation and stability of a data center. At the same time, by placing data at the center of the logo, it visually translates the company's scalability, security, and availability into a language of its own.
What sets Centersquare apart is that its logo isn't just a static symbol. JKR collaborated with data visualization studio Variable to create a data-driven visualization tool. By linking public datasets to the core of the logo, patterns and images change based on the context of the situation and story. This effectively embodies the message that the brand system is driven by living data.
Color and typography also break from convention. Unlike the B2B infrastructure sector, which often leans toward cold, achromatic colors, Centersquare adopted a colorful palette inspired by the wiring and equipment inside data centers. The choice of typefaces that emphasize geometric structures and the isometric grid-based iconography create a blend of technical precision and visual rhythm. This provides customers with a sense of stability while also reinforcing the image of a partner who evolves to meet their changing needs.
