Rackspace has announced a new corporate identity reflecting its shift into IT hosting.

As more organisations make the transition from purchasing in-house computing assets to leveraging service providers, Rackspace now offers a suite of hosted IT services that are more reliable and provide better value, including virtualisation, hosted mail, custom application support, back-end IT and storage.
In South Africa, Rackspace is also launching a new new localised web site which will be further developed over time and the company has also established local landlines for sales and customer support. Geoff Dowell, Rackspace spokesman for the South African market, said the local landlines would allow customers and prospects to contact Rackspace in the UK for the price of a local call.
“This is all part of our goal of increasing development in the South African market, building upon our low cost bandwidth and fanatical support advantages that have already have helped us to considerably grow our South African market share.”
Doug Loewe, MD of Rackspace EMEA, says that “Fanatical Support”, the company’s business philosophy, had been central to its managed hosting success for the past nine years.
“It will continue to propel us as we expand our offering. Our new services will complement our existing portfolio allowing customers to easily offload more and more IT functions, and our new identity reflects this approach,” Loewe says.
The newly-launched name, Rackspace, drops the “Managed Hosting” terminology, signifying Rackspace’s new breadth of hosted IT services supporting companies of all sizes. The new logo incorporates Rackspace’s popular “FANATIGUY” icon, which better reflects Rackspace’s people-centric culture and award-winning Fanatical Support, and highlights the company’s transition from servers to services.
In addition to Rackspace’s traditional managed hosting offering, its portfolio companies also complement the new strategy, including: 
* Mosso, the Rackspace virtual cloud computing brand; and
* Mailtrust, the Rackspace business-class hosted email brand.
Today, Rackspace is one of Europe’s most successful and fastest growing IT hosting companies. The company has consistently been recognised for its excellence in service and innovation. Rackspace was the winner of the Advanced Infrastructure Solutions, Hosting Solutions Partner of the Year, in the annual Microsoft Certified Partner Awards 2007. Rackspace was also ranked in the top 50 places to work in the UK in the 2007.