Rackspace Refreshes Brand to Match New Strategy


Rackspace has updated its brand, positioning and logo to reflect its strategy in delivering modern IT as a service, following its 20-year anniversary and reaching $2.4 billion in net revenue.

Rackspace logo 2019Its new logo is a lowercase “r,” and its foundational phrase “fanatical support” has been changed to “fanatical experience,” to “better reflect the expanded breadth of the customer service we strive to provide,” said Mark Bunting, Rackspace’s chief marketing officer in his blog.

“Of course, a brand update is more than a new logo and a fresh color palette,” he wrote. “It’s also about clearly communicating what we do, which at its most distilled, is this: We accelerate the value of cloud — SaaS, public cloud, private cloud and multi-cloud. Cloud, and the technologies it enables, are the destination for the foreseeable future.”

Lisa McLin, Rackpace’s vice president of North America channel sales and channel chief, tells Channel Partners the opportunity to leverage new technologies for business innovation “has never been greater.”

Rackspace's Lisa McLin

Rackspace’s Lisa McLin

“Our new positioning benefits partners in guiding new conversations on why they partner with Rackspace and how we can serve their customers to navigate their cloud journey,” she said. “In order to deliver customer success in a cloud world, we meet customers where they are and provide the industry’s best, unbiased solutions while leveraging our operating experience to deploy proven, modern technology as a service. Our goal is to be recognized as the best technology services company in the world and our partners play a key role in achieving that.”

Rackspace just shared details around the brand update with its partners and will share the feedback it receives as its available, McLin said.

“Our new strategy supports our partners in delivering a digital transformation to customers,” she said. “We want to accelerate the value of the cloud for customers and partners. This strategy allows our partners to work with us on all aspects of transformation and makes it easier to do business. We are passionate experts, dedicated to our partner and customer success.”

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