The world of data centers just got a stunning makeover! 'Data can be artful' is not just a catchy phrase but the driving force behind JKR's award-winning Centersquare identity. This year's Brand Impact Awards crowned Centersquare by JKR as the Best of Show, leaving a lasting impression on the industry. But what's the secret behind this success?
Centersquare's rebranding journey began with a bold vision: to challenge the typical cold and corporate data brand image. The new identity revolves around the concept of 'Infinite Flexibility. Absolute Certainty,' a powerful statement that sets the tone for a dynamic and engaging visual experience.
But here's where it gets interesting: Scott Fogel, when asked about the long-term focus of data centers, highlights the nature of the business. Customers commit to data centers for the long haul, making it a crucial decision. This insight led to a unique selling point for Centersquare, focusing on long-term partnerships rather than short-term gains. But is this approach too risky in a fast-changing market?
The phrase 'infinite flexibility, absolute certainty' is more than just a tagline. It's a promise rooted in customer needs. Companies seek partners who can adapt to their evolving tech requirements, and Centersquare delivers on that front. But the brand also provides emotional certainty, assuring customers of their unwavering support. This delicate balance creates a captivating creative tension.
Lee Sherman reveals the magic behind the data-driven visuals. A custom tool generates data-filled graphics, with global and open-source datasets integrated into the logo. These datasets drive animations, creating unique and captivating stories. Designers can craft personalized data narratives, elevating brand communication through visual storytelling. But how does this approach ensure data accuracy and security?
David Balsamello sheds light on the typography, a key element in the identity's success. The chosen typeface, Systemia, takes inspiration from digital monospaced type, echoing the logo's geometry. It strikes a balance between clarity and unique details, resulting in a versatile and modern look. But how does typography influence brand perception?
Balsamello also explains the illustration style, rooted in technical drawings. An isometric grid, derived from the logo's square, connects the technical world to the brand identity. This grid adds a sense of precision while allowing for playful and expressive illustrations. But how does this technical approach resonate with a diverse audience?
The color palette is a refreshing departure from the typical corporate hues. Inspired by the vibrant wiring inside server rooms, the palette is both systematic and vibrant. It brings the logo to life, visualizing data streams and showcasing the beauty of precise information. But how does color psychology influence brand engagement?
Iconography, as Balsamello mentions, is where complex ideas come to life. By using metaphor and abstraction, the icons suggest that data can be artful. The isometric grid adds depth, making the icons dynamic and engaging. This approach ensures that even small-scale icons retain the logo's essence. But how does icon design impact user experience?
The logo mark stands out as the favorite element, a powerful symbol connecting the name, symbol, and service seamlessly. Its design is a testament to the team's creativity and the client's willingness to embrace a unique and lasting identity. But how often do we see such a strong visual link in branding?
Winning Best of Show for the second year in a row is a remarkable achievement. It's not just about recognition but also a celebration of branding as a powerful tool in the creative industry. The variety of honored work showcases the potential of JKR's mission to make brands distinctive. But what impact does this win have on the industry's perception of branding?
Explore Centersquare's identity and discover how data can truly be artful. And don't forget to stay updated with daily design news, reviews, and more, curated by our editors. Creative Bloq's Deputy Editor, Rosie Hilder, brings a wealth of experience to the table, ensuring our content serves readers with the latest insights. But what's your take on this award-winning identity? Do you think data can be artful, or is it a stretch too far? Share your thoughts in the comments!
