New data centre solutions brand Centersquare revealed by JKR

New organisation Centersquare, formed following the merger of Cyxtera and Evoque, hopes to act as a distinctive presence in the market that helps businesses manage and scale their operations. Global branding agency JKR was responsible for the brand design, which hinged on its ‘Infinite Flexibility. Absolute Certainty.’ positioning.

Dallas-based Centersquare’s parent company, investment firm Brookfield, acquired Cyxtera in 2023, allowing to be combined with its Evoque business. Noticing competitors utilise identities that underline ‘fortress-like’ security, JKR took a different route by emphasising adaptability.

Symbolising stability within a dynamic structure is the new brand’s logo, which was created by custom letterer Simon Walker. Its secondary wordmark aids its versatility. Moving away from the cliched cold corporate aesthetic, Centersquare incorporates a warm and vibrant colour palette, while the custom iconography and isometric illustration style adds clarity.

Tosh Hall, chief creative officer at JKR, says, “B2B branding doesn’t have to be bland – yet too often, it falls into that trap. When Evoque and Cyxtera merged to form the largest US data centre, they didn’t just need a new name and logo – they needed a brand that would disrupt the market and demand attention. They didn’t need to blend in, they needed to stand out. B2B can be dynamic, engaging, magnetic – it can stand for something.”