• Centersquare is a global data center provider that provides on-demand colocation and interconnectivity solutions. Needless to say, it is a complex company that must deal with myriad and ever-changing variables in serving its clients. Like most B2B companies, its work can seem dry or even boring.
JKR created a new identity and direction for the company, one that illustrates the richness, excitement, and value of data. The new core wordmark is in the shape of a square with an open square at its center. But for other applications, that square can be filled with or exude patterns, animation, static art, or color, which keeps the identity infinitely variable.
• A recent Design Week survey revealed that 73 percent of clients said they find it difficult to differentiate between agencies in new business conversations. Fifty-nine percent said they struggle to work out what an agency is best at from their website; 56% find agencies’ offers and services confusing. Is it time for your office to refine, define, and specialize?