ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Branding / Logos
Annual ID
ADC104_BCD046M
Background
When data center providers Evoque and Cyxtera merged, they saw an opportunity to build something entirely new. In a chaotic world, their customers craved certainty but also needed flexibility from their data solutions. With competitors pushing commoditized offerings, and short-term solutions, they were uniquely positioned to offer businesses what no one else could: The ability to adapt and flex with the changing landscape, and remain resilient over time. We created a logo for this new company that embodies their unique proposition, and shows the world just how different they are.
Creative Idea
Meet Centersquare, a new kind of data center provider. The architecture of a modern data center shaped every element of their logo. Strong typography forms the outer structure, like the walls of their facilities, while a perfect square at its center becomes a window into the dynamic world of data. Where other logos in the category shield and conceal, here, raw data becomes kinetic art, with each visualization telling its own story. The logo is a literal, living data hub, celebrating both robust stability, and the poetry of flowing data.
Insights & Strategy
Today's IT leaders aren't just buying technical capabilities—they're investing in peace of mind. So while competitors focus on checking off feature lists, our teams recognized a deeper truth: in a world of constant technological change, what customers truly seek is not merely a place to store data, but a partner agile enough to evolve with them, yet stable enough to trust. This insight drove us to position ourselves not as a static fortress, but as an elegant, adaptive force.
Execution
First, we consciously explored names with symmetry and balance (including palindromes
and even letter count), so even the structure of the name would be robust. Landing on Centersquare, a 12-letter composite word that neatly divides into two 6-letter components, we had the building blocks of our structure. Next, raw data became our artistic medium. Working with visualization specialists, we developed proprietary tools that transform actual data sets into kinetic artwork within the logo's central window. Each iteration is unique, creating an identity that's as alive as data is. It's a mark that proves you don't have to sacrifice stability for adaptability—you can build something that's simultaneously secure, dynamic, and evolving.
and even letter count), so even the structure of the name would be robust. Landing on Centersquare, a 12-letter composite word that neatly divides into two 6-letter components, we had the building blocks of our structure. Next, raw data became our artistic medium. Working with visualization specialists, we developed proprietary tools that transform actual data sets into kinetic artwork within the logo's central window. Each iteration is unique, creating an identity that's as alive as data is. It's a mark that proves you don't have to sacrifice stability for adaptability—you can build something that's simultaneously secure, dynamic, and evolving.
Results
“One of the world's most boring companies just got one of the year's most interesting logos”- Fast Company
Beyond industry recognition, the brand has achieved its fundamental goals: it's transformed how prospects engage with Centersquare, unified formerly separate teams under a shared vision, and brought a human dimension to an industry known for its technical focus. Most importantly, it's given employees and customers alike something they can believe in—a brand that promises not just to store data, but to safeguard their future, whatever it may hold.
Beyond industry recognition, the brand has achieved its fundamental goals: it's transformed how prospects engage with Centersquare, unified formerly separate teams under a shared vision, and brought a human dimension to an industry known for its technical focus. Most importantly, it's given employees and customers alike something they can believe in—a brand that promises not just to store data, but to safeguard their future, whatever it may hold.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
Jones Knowles Ritchie
Digital Agency
Variable.io
Creative Director
David Balsamello
Ryan Atkinson
Design Director
Christina Janus
Executive Creative Director
Jason Little
Global Chief Creative Officer
Tosh Hall
Motion Designer
Kaitlyn Chandler
Strategy Director
Bri Heu
Typographer
Simon Walker
Creative Director - Copy
Claire Falloon
Group Strategy Director
Scott Fogel
Senior Copywriter
Alexandra Koktsidis
Corey Lewis
Senior Designer
Daniel Stettner
John Vetter
3D Senior Visualiser & Motion Designer
Damian Atkinson
3D Visualization Director
Matthew Brown
Account Director
Becca Keith
Chief Growth Officer
Sara Hyman
Generative Design and Data Art Studio
Variable.io
Global Communications Manager
Laura Lyman
Global Marketing Director
Amy Maw
Interface Director
Lee Sherman
Marketing & Growth Executive
Alexander Meadows-Rocks
Marketing Manager
Carolyn McKeown
Motion Design Director
Stubbs Johnston
Senior Digital Producer
Zoe Veness
Senior Program Manager
Christopher Gonzales
Kyle Ortman
Senior UX/UI Designer
Meg Botterill
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