Atlantis Announces New Identity

Mountain View, CA – Sept. 5, 2014 – Atlantis Computing®, the leading provider of Software-Defined Storage, announced it is redefining and re-launching its corporate brand.

New Brand Positioning and Story as Freedom Fighters Positions Atlantis Computing for Next Phase of Growth.

Since its founding in 2006, Atlantis has been a challenger intent on altering the enterprise storage industry. Atlantis’ goal has been and continues to be releasing storage from the box and allowing storage to thrive in the cloud. Atlantis continues to challenge the industry's conventional wisdom from "storage is hardware" to “Storage is Software.” In conjunction with the launch of USX 2.0, Atlantis is also revealing a new brand story and identity.

The goal of rebrand is to align the story of freeing IT customers from sluggish systems controlled by large storage vendors to a free market where customers are again in control of their storage systems.

The founding vision of Atlantis was to bring freedom to customers that were often held hostage by large storage firms as they issued their edicts and forced them to get into endless hardware and software upgrade cycles…to their benefit not the customers.

“For years we operated with a belief system built on bringing new freedom to the storage market, we felt it was time for our brand story and visual identity to catch up with how we have evolved as a company.”, says Jason Donohue, CEO Atlantis Computing. He added, “Our brand story as Freedom Fighters fits our aggressive and rebellious culture and style.”

“Our work with Atlantis helped the executive team to align around a new “Freedom Fighters” brand idea that captures the essence and spirit of the company and their courageous approach to the business.”, said Phil Battat, Partner, Brand Zoo, the branding and design agency that partnered with Atlantis.

"As a young company with a big vision, we needed a brand story and identity that symbolized our evolution as a company and took our marketing efforts to a new level. We believe our new brand captures our disruptive approach to the market and our desire to bring a new order of storage freedom to our customers”, said Gregg Holzrichter, Vice President of Marketing.

The new identity we call “Modern Anarchy”, loosely stylized on the Anarchy symbol communicates a modern but rebellious tone. “We wanted to create a symbol and typography that would be instantly recognizable and ownable for Atlantis.”, said Courtney Reeser, Partner Brand Zoo. “The system also needed to work across all touchpoints including digital, print, applications, exhibits and print.”

Bill Chiravalle and Wendy Backer, Creative Directors of Brand Zoo created a comprehensive verbal and visual branding system that crosses all touch points including web, digital, print and exhibits.”


Current Identity New Identity 
Atlantis Legacy Identity Atlantis New Identity

About Atlantis Computing

Atlantis Computing, winner of the Best of VMworld and Best of Citrix Synergy awards, offers the industry’s most flexible and powerful software defined storage platform. Atlantis USX delivers better performance than the fastest all-flash array, at half the cost of traditional SAN, on any class of enterprise storage. Atlantis USX is a 100% software-only solution purpose-built to boost any virtualized workload’s performance by up to 10x, while reducing storage consumption by up to 5x. To date, Atlantis has deployed software to manage and optimize tens of Petabytes of software defined storage for more than 600,000 VMs globally across hundreds of mission critical deployments, including some of the largest successful virtualization deployments in the world. Atlantis Computing is privately held and funded by Adams Street Partners, Cisco Systems, El Dorado Ventures and Partech Ventures, with headquarters in Mountain View, California and offices in Europe. For more information, visit: or follow us on Twitter @AtlantisSDS.

About Brand Zoo

Brand Zoo principals Phil Battat and Courtney Reeser are senior brand experts who escaped from the jungle of traditional and large brand, design, marketing and digital agencies. We think there is a place for a different type of consultancy. One that is smaller, nimble and efficient. One that can zero-in on smart ideas and create great design. One that understands today’s budget and timing realities. We have captured a collection of seasoned brand experts as part of our zoo. Strategists, writers and designers. Smart, creative and pragmatic.

Our team believes in three basic tenants:

First, keep it simple. Building a brand is hard work. There is no need to make it harder; our job is to make the complex simple.

Second, every problem is unique. We are not formulaic in our approach. We are concerned about results, not process. We craft a specific approach to solve the problem.

Third, “good enough” isn’t. We don’t aspire to mediocrity. We want to do great work. Work that makes a difference.

For More Information:

Americas PR Contact:
Liem Nguyen
Touchdown PR
+1 (512) 970 9711

EMEA PR Contact:
Emily Gallagher
Touchdown PR
+44 (0) 1252 717 040


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