Design System
Rackspace’s new brand identity is called “Halo.” As a system, Halo acts a guide for all brand experiences, both within print and digital. Halo is oriented around the idea that Rackspace is the guiding force in helping achieve greatness for clients. To help visual this idea, our wordmark and Rackshapes act the halo behind our subjects and brand messaging.

Our Rackshapes
Circles have represented a multitude of things throughout Rackspace’s brand history. A circle once housed “Fanatiguy,” the brand’s older logo. We evolved the circle to symbolize shared goals and ideal connection between rackers and clients. Using our pre-made grid, one can create shapes to suit a variety of meanings.

Brand Guidelines
A comprehensive 200+ page brand book was developed to detail the Rackspace rebrand. The guidelines detail everything from new brand position and messaging, to logo, shapes, color, type, grid, layout creation, and applications.