Equinix, Inc. is an American multinational digital infrastructure company headquartered in Redwood City, California, that specializes in Internet connection and data centers.[1] The company’s current logo, introduced in 2008, is known internally as “The Fortress.”[2]
Design and History
Equinix launched a new corporate brand initiative on October 27, 2008, marking the company’s 10th anniversary and its expanding global operations. The initiative included a new brand identity and logo designed to visually support the company’s mission of protecting and connecting the world’s most valued information assets.[3]
The most visually prominent element of the new brand was the company’s new logo, which represents a fortress structure, symbolizing the critical role that Equinix plays in safeguarding its customers’ information assets.[3] The company describes the logo as symbolizing “a stronghold where assets are both guarded and interconnected.”[2]
The 2008 rebrand also included a new tagline, “Where Opportunity Connects,” which the company says represents its dedication to being the place where companies come together to realize new opportunities and accelerate their business.[2] The launch came one year after Equinix’s acquisition of European colocation provider IXEurope, which gave the company an extensive presence in the European market.[3]
Meaning and Symbolism
The Equinix logo mark is described in the company’s U.S. trademark registration as a six-sided polygon comprised of a series of vertical lines connected together by diagonal lines, surrounded by a rectangle. The stylized wording “EQUINIX” appears below the polygon.[4]
The trademark registration specifies that the color red appears in the horizontal and diagonal lines of the polygon, the color white appears in the wording “EQUINIX,” and the color black appears in the rectangle surrounding the wording and the red polygon.[4]
The fortress structure concept directly reflects Equinix’s positioning as a protector of customer information assets, a meaning the company itself articulated when unveiling the logo in 2008.[3]
Typography and Design
The Equinix wordmark appears in stylized uppercase lettering below the polygon symbol. The trademark registration describes the wording as stylized but does not identify a specific typeface.[4] The specific design agency responsible for the 2008 identity has not been publicly documented in available sources.
Equinix maintains a press resource center where brand assets including logos, photos, images and videos are available for publication with proper credit given to Equinix as the source.[5]
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