One of the world’s most boring companies just got one of the year’s most interesting logos

Data centers don’t usually invest in high-design logos. With a new rebrand from JKR, Centersquare is changing that trend.

While consumer-facing brands pay top dollar for logos that stand out in the marketplace, branding for B2B companies that sell things like cloud computing or cybersecurity tend to be reserved—and frankly, uninspiring. But the new visual identity for the data center company Centersquare flips that notion on its head proving that even “boring” companies deserve a stellar rebrand.

Centersquare, a Texas-based data center company, was formed earlier this year through the merger of the data center firms Cyxtera and Evoque. The original logos for the two companies weren’t anything to write home about (Evoque’s logo turned the “O” and “Q” in its name into an infinity symbol), but about what you’d expect for a company that sells space in server racks. The new company turned to the branding agency JKR for a more engaging visual identity.