Rackspace Strategy Shift Unveils New Corporate Identity

Company emphasises brand’s focus on delivering hosted IT services.

Rackspace, an IT hosting provider, today announced its new corporate identity reflecting its shift into IT hosting. As more organisations transition from purchasing in-house computing assets to leveraging service providers, company now offers a suite of hosted IT services that are more reliable and provide better value, including virtualisation, hosted mail, custom application support, back-end IT and storage.

The company states with its newly-launched name, it may drop the “Managed Hosting” terminology, signifying company’s new breadth of hosted IT services  supporting companies of all sizes. it further states that the new logo incorporates their popular ‘FANATIGUY’ icon, which better reflects its people-centric culture and award-winning Fanatical Support, and highlights the their transition from servers to services.

“Fanatical Support, our business philosophy, has been central to our managed hosting success for the past nine years and will continue to propel us as we expand our offering. Our new services will complement our existing portfolio allowing customers to easily offload more and more IT functions, and our new identity reflects this approach,” said Doug Loewe, Managing Director, Rackspace EMEA.