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io 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Technology, Computer Hardware and Software, Business Consulting, Data Center Services
Below: Before and After Images in Slide Show, Summary, Credits

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IO -


Industry Setting
The founders of IO had a vision to become the premier data center services colocation provider. With backgrounds in engineering, software, and sales, they understood that Data Center 1.0 would become obsolete. More importantly, they knew that the right brand would allow them to leapfrog competitors and reach new audiences.

In 2011, IO launched Data Center 2.0. This next-generation modular technology platform provides enterprise-class infrastructure that can be delivered as a service and/or deployed as a product to customers worldwide. To manage and monitor their products, IO developed a pioneering secure data center infrastructure operating system.

IO sought to define its market position and differentiate itself as a paradigm-shifting technology product brand, while still retaining qualities its key stakeholders could accept and embrace.

Research showed that IO was recognized for its differentiated approach, excellence in engineering and world-class attention to detail. Through workshops and discussions, we developed a strategic positioning, “intelligent control,” and a design philosophy “boldly simple,” to guide creative development.

Our visual solutions addressed the need for clarity and control in the marketplace while lending the company a distinctive voice. The work succeeded in helping IO shift to a best-in-class, product-focused company without alienating legacy service customers. The new logo represents the bold nature of IO’s paradigm-shifting technology, and the unique experience and intelligent control that IO provides. The identity combines a boldly simple wordmark, a clear and sometimes epic photographic view of technology, a stripped back approach to composition, modern and clean typography, and a new approach to incorporating black and white. The result: a clean, distinct look amid a sea of blue competitors.

The new IO brand has been embraced internally with enthusiasm. It has been adopted in sales and customer-facing materials, and the brand’s strategic positioning and design philosophy have been part of the company’s shared vernacular.


Client: io -

Brand Strategists/Designers - Agency: Interbrand -

Chief Creative Officer: Andy Payne
Executive Creative Director: Chris Campbell
Creative Director, Interactive Design: Alan Roll
Senior Designer: Matt van Leeuwen
Design Director: Matthias Kaeding
Ferris Caldwell
Greg Kletsel

Consultant, Verbal Identity: Ian Collins

Senior Program Manager: Amy Fredrickson

President: David Martin
Senior Consultant: Nancy Lee


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