Rackspace branding

As Rackspace moved from 'servers' to 'service' their brand ID needed to change. Led by the UK (quite remarkable for a US co) I created the new ID. Nice big successful job.

Rackspace branding. I led the rebranding from thier old boxed server-rack based ID. I based the new logo on thier existing 'fanataguy' that has only prevoiusly been used externally but had a lot of attachement. I used myriad as the influence for the wordmark.
Why I loved it: Rebranding a US company with a real brand based on a true culture
Why they loved it: The process & owenrship it gave them
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