By Justin Lee, theWHIR.com
October 27, 2008 -- (WEB HOST INDUSTRY REVIEW) -- Data center operator Equinix (www.equinix.com) announced on Monday it has launched a new corporate brand initiative that coincides with its 10th anniversary and expanding global operations. The news follows last week's announcement where Equinix revealed its plans to build two new data centers in London and Singapore.The initiative features a significant focus on the company's vision of "ensuring the vitality of the information-driven world and its mission of protecting and connecting the world's most valued information assets," says Equinix.To support this vision and mission, the company has also launched a new brand identity and logo that visually support the company's vision and mission."Ten years after Equinix was founded on the groundbreaking idea that the infrastructure of the Internet and modern IT operations needed a centralized and high performance physical environment in order to grow, Equinix has now become a critical element in the information-driven world and is relied upon by thousands of businesses around the world," says Steve Smith, president and CEO of Equinix. "As the world is more connected and dependent on information than ever before, this company initiative will build upon Equinix's current leadership position and our continued commitment to anticipating the needs of our customers and delivering a consistent and premium customer experience worldwide."According to Equinix, the new brand will accomplish two things: it will reinforce the role that Equinix plays in the "increasingly important exchange of global information," as well as be consistently extended across all aspects of Equinix's visual and non-visual business components. This includes the way company representatives answer the telephone, the alignment of the company's global product and service offerings, and the overall experience that people have when they visit one of Equinix's data centers.But perhaps the one visual element of the new brand that stands out the most is the company's new logo. The fortress structure symbolizes the significant role that Equinix plays in "safeguarding its customers' information assets," says the company. Additionally, Equinix will re-brand its Internet Business Exchange data centers as "International Business Exchange" data centers to represent the company's expansion from Internet connectivity to global network connectivity.In September 2007, European colocation services provider IXEurope acquired Equinix, extending the company's presence in the European market to develop what Equinix calls "the industry's only comprehensive and premium global service offering."Equinix provides global data center services to global enterprises, content and financial companies, and network service providers. It operates 41 IBX data centers across 18 markets in North America, Europe and Asia-Pacific.
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