Managed cloud hosting provider HOSTING announced on Tuesday that it has dropped the “dotcom” from its name, and has launched a new logo and branding in order to reinforce its focus on the midsize enterprise market.
While HOSTING no longer calls itself Hosting.com, it still has the same domain name. Its new logo is symbolic of the compass rose, which it says represents its commitment to serve as a “trusted guide; to help enterprises chart their unique course through the ever-changing IT landscape and into the cloud.”
The rebranding comes after HOSTING has expanded its services and expertise with several acquisitions, including the acquisition of managed hosting provider NeoSpire in October 2011. With the acquisitions, HOSTING says it felt the need to create a new, common identity internally and externally.
“Given our growth through acquisition, we have employees from three different internal cultures. With this rebranding, we have a shared vision. Also, we’ve been able to design our new brand to align with the brand promise we make to our customers,” HOSTING CEO Art Zeile said in a statement.
HOSTING’s new tagline, ‘taking you further’ reinforces its brand message of helping companies through the cloud lifecycle.
“It’s much more than just delivering services. We know that over 90 percent of mid-market companies see business value in cloud computing, but only about 20 percent have a plan to get there. HOSTING strives to remove obstacles and help businesses move forward into the cloud,” Mike Donaldson, chief marketing officer, HOSTING said in a statement.
The new website boasts easier navigation and search functionality, and introduces a bolder color palette. It summarizes its cloud service portfolio in five product tiers, and highlights HOSTING’s lifecycle approach to cloud hosting.
Technology companies like web hosts are in a unique position to maintain customer loyalty while also attracting new customers by setting their services and brand apart. By positioning its services around cloud, its new website and branding highlights its approach to guiding customers through the design, build, migration, management and security of data in the cloud.
Talk back: What do you think of HOSTING’s move away from Hosting.com? Do you think the rebrand reflects its services effectively? Let us know in a comment.