Case Study: Global Switch achieves a bold, high-performance brand identity with Pentagram

Global Switch unifies 500 staff across 7 countries with Pentagram

Global Switch, a data centre provider and operator, faced the challenge of standing out and better communicating its high-performance offering in a competitive market. Its existing brand felt outdated and relied on industry clichés. Pentagram was brought on board to develop a new brand identity that could capture the company's physical scale and technological innovation.

The solution from Pentagram involved a new brand strategy centered on data centrality, high performance, and precision engineering. They created a distinctive logo and symbol, a refreshed color palette, and a library of patterns derived from binary code. Pentagram also delivered comprehensive brand guidelines and templates to ensure consistent rollout. The measurable impact included enthusiastic adoption by staff across seven countries and a noted lift in website engagement, resulting in a bold, modern identity that elevated Global Switch above industry standards.

Global Switch