Ryze creates new brand for Latos amid UK data centre expansion
Ryze has developed a new brand identity for Latos, a North East-based data centre developer with plans to expand its UK footprint significantly by 2030.
The collaboration between Ryze and Latos, both headquartered in the North East, has resulted in a refreshed brand aimed at distinguishing Latos in the competitive UK data centre market. Latos is aiming to construct 40 data centres across the UK by 2030, with 11 already in progress. The company's focus on AI-ready facilities and rapid deployment is part of its effort to address the growing digital infrastructure needs in the region and nationwide.
Brand strategy
Ryze was tasked with developing Latos' brand from inception, covering areas such as strategic positioning, identity, messaging, and digital presence. The objective was to create an identity that conveys Latos' ambition and clarity, setting it apart from established players in the often technically focused and visually similar data centre sector.
Ryze Founder David Smith highlighted the intention to challenge industry norms and to craft a brand that signifies motion and adaptability, both visually and in tone:
"The Latos brand evokes ambition, energy and a sense of clarity. Visually, we avoided the conventional clichés of the sector and instead built a brand that moves – a timeless modern foundation with a dynamic, confident colour palette and a distinctive icon set that adapts to different platforms and partners. It's a future-facing brand for a future-building company."
Market context
Demand for data centre capacity in the UK is increasing as government investments in artificial intelligence infrastructure accelerate. According to Ryze and Latos, international technology firms such as NVIDIA have recognised the UK as a significant location for AI and computing infrastructure, underlining the growth opportunities in the sector. The focus for Latos is on developing sites built specifically for high-performance computing and real-time AI applications, using standardised designs to facilitate quicker development times and enhance regional service provision.
Peter Wilcock, Board Member at Latos, commented on the importance of the new brand and the company's business direction.
"We're not interested in doing what everyone else does. The market's already full of that. Our vision is about scale and creating smarter, more agile builds that fit the needs of today's digital infrastructure. Having a brand that reflects that disruption isn't just useful, it's essential. It's how we connect with the right partners and show the market who we are."
The partnership between Ryze and Latos underscores a strategic approach to differentiate in a market where visual and verbal identities tend to converge. Ryze's experience in brand and digital experience development for technology and software companies informed the creative choices made for the Latos project.
Purpose-driven branding
Smith described the underpinning philosophy of the effort, linking it to the wider approach Ryze takes with its clientele.
"This wasn't just about giving Latos a logo but about shaping a brand that could open doors, attract capital and be bold in a sector where most look and sound the same. That thinking runs through all of our work, whether it's for a SaaS platform or data centre developer because strong branding isn't defined by sector or subject matter, but by ethos and purpose."
Latos' current development pipeline includes 11 sites, and its ambitions to reach 40 by 2030 put it on a path to play a significant part in future UK data capacity provision, particularly in facilities geared for AI and high-performance computing.
