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Rackspace has updated its brand, positioning and logo. With this, the company wants to emphasize its desire to be a modern IT-as-a-service company. This repositioning follows the twentieth anniversary of the company’s recent turnover of 2.4 billion dollars (2.1 billion euros).

Rackspace’s new logo is written entirely in lowercase. Where the motto so far has been fanatical support, it is now fanatical experience. That way, according to Mark Bunting, the company’s Chief Marketing Officer, Rackspace wants to better reflect the much broader customer service we want to offer.

New position

Of course, a brand update includes more than just a new logo and a new colour. It’s also about communicating clearly what we do. At its core, we are accelerating the value of cloud – SaaS, public cloud, private cloud and multicold. For the time being, the cloud and the technologies that make it possible are the destination,” explains Bunting.

Rackspace wants to be an unbiased cloud provider. Initially, the company, which helped launch OpenStack, tried to compete with the public cloud giants. But after a series of management changes at Rackspace, the company has become a company that manages several cloud services for other companies. This is a good time to clarify the new focus; more and more companies are using multiple cloud services and are worried about the cost of these services.

The ZDNet site spoke to CEO Joe Eazor about the new position. According to Eazor, this decision was taken to increase the attractiveness of the cloud for our customers. He also noted that the repositioning stems from Rackspace’s desire to be the company best equipped to help customers fully realise their cloud plans. For this reason, the company continues to focus on optimizing the cost of deploying the cloud so that companies find the right destination and the right public cloud for a price and with a performance that suits them.


This news article was automatically translated from Dutch to give Techzine.eu a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.