Datum is a UK-based enterprise colocation data centre provider, founded in 2013 with its flagship FRN1 facility in Farnborough.[1] The company operates a network of sustainable, carrier-neutral data centres and is a portfolio company of UBS Asset Management’s Infrastructure Equity division.[2]
Design and History
The Datum logo is built around a “stamp” symbol combined with a wordmark. According to the company’s official brand guidelines, the stamp represents the concept of a datum: a single point of data and the starting point for something larger.[3] The logo is available in stacked, horizontal (flat), and stamp-only configurations, with the stamp used independently for avatars, favicons, and app icons.[3]
The company’s official brand guidelines describe the logo as “the most recognizable expression of the Datum brand” and state that the stamp, combined with the wordmark, “creates a distinctive symbol of connected infrastructure.”[3]
Meaning and Symbolism
The Datum brand guidelines explicitly define the meaning behind the logo’s central element. The stamp “represents the concept of a datum being the start, a point of origin.”[3] This references the surveying and engineering meaning of the word “datum,” which refers to a reference point or baseline used for measurement.
Typography and Design
Datum’s official brand guidelines specify a core color palette that includes “Midnight Fjord” (a dark navy, Pantone 533 C, hex #0C1D31), “Aurora Moss” (a light green, Pantone 379 C, hex #E6F59F), and “Glacier Mist” (a light gray, Pantone Cool Gray 3 C, hex #E8E7E4), among other supporting colors.[4] The guidelines state the palette was chosen “to evoke a certain technological adventurism, combined with a grounded maturity that instills confidence.”[4]
The brand guidelines also describe a broader visual identity system that includes typography, graphics, iconography, and UI guidelines, indicating a comprehensive approach to the brand’s visual presentation.[5]
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