Rackspace has always felt like our own brand. We were involved in the UK launch when there were just 5 UK employees when the challenger Rackspace took the brave move to say that Hosting was not about technology it was all about support. In their case, Fanatical Support and that’s why they became and remain market leaders.

Times have changed since then. Competitors have realized they were right and have set about attempting to copy their formula and at the same time, cloud hosting has introduced a whole new set of challenges as well as competitors.

Base One has worked on the evolution of the brand and the brand identity throughout and we are proud of the work we did on the identity to put Fanatical Support truly at the heart of the brand as it became The Open Cloud Company.