Brand Identity


Rackspace is a managed cloud computing company with international presence.

The Project:

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.

As times changed, competitors realized they were right and have set about attempting to copy Rackspace’s formula. In addition, cloud hosting has introduced a whole new set of challenges as well as competitors.

Our Solution:

Base One has worked on the evolution of the brand and the brand identity throughout We needed to put the idea of Fanatical Support truly at the heart of the brand as Rackspace became The Open Cloud Company.