Rackspace Enhances Brand Identity to Include The Open Cloud Company

London,UK - August 7 2012 - Rackspace® Hosting (NYSE: RAX), a founder of OpenStack, today announced enhancements to its brand identity. The company's new tagline, "the open cloud company" will now be integrated into Rackspace's logo, reflecting the company's leadership position in open source cloud development and its continued focus on delivering open source technologies. The Open Cloud is an extension of Rackspace's hybrid and dedicated hosting footprints for over 180,000 customers around the globe.

"We have always strived to be one of the world's greatest service companies. Our brand demonstrates who we are - to everyone from customers to employees, analysts and competitors. We want to continue to build a solid brand that will live for many generations. With the upcoming EMEA launch of Rackspace Open Cloud, we're making a natural shift in our branding to match the direction of our business, helping us tell the Rackspace story," said Fabio Torlini, Vice President Marketing International of Rackspace.

Rackspace founded OpenStack, the open source cloud operating system, in 2010. Created to drive industry open standards, OpenStack is an open platform for both public and private clouds with the support of over 180 industry leading companies, more than 3,300 global project participants and 200,000+ downloads.

On 1 August 2012, Rackspace announced the unlimited availability in the United States of  [Opens external link in new window] Cloud Databases and Cloud Servers powered by OpenStack, along with the next generation Control Panel. The new open cloud solutions, backed by Fanatical Support®, will also be available to EMEA customers on 15 August 2012.

Rackspace's brand enhancements will be conveyed through its corporate identity standards and marketing communications. The company's formal name remains Rackspace Hosting for legal and financial usages.

"Our brand identity is about doing what's right for our customers - providing them the choice of technologies they need to run their businesses - backed by our legendary Fanatical Support that helps them shine for their customers. This complements our vision - to be one of the world's greatest service companies - perfectly, concluded Torlini