Pax8 unveils refreshed brand identity for global growth

Pax8 has unveiled a new brand identity that aligns with its ongoing global expansion and strategic approach in cloud commerce.

Pax8 operates in 17 countries spanning North America, APAC, and EMEA, and serves over 40,000 managed service providers (MSPs) and 600,000 small to medium-sized businesses (SMBs) with its cloud technology solutions.

The updated brand identity aims to unify Pax8's messaging across these regions and emphasise its position as a modern alternative to outdated distribution models.

"The new brand brings to the forefront who we've always been and our relentless focus on making cloud technology work for small businesses globally," said Jennifer Bodell, Corporate Vice President of Marketing at Pax8. "It's also a bold, forward-thinking statement: the evolution of what this community and the industry as a whole can become. The pace of change isn't slowing down, and neither are we. We're here to help our partners navigate what's next—with the tools, tech and expertise to turn every challenge into an opportunity."

Since its founding in 2012, Pax8 has been an active player in the cloud solutions market, noted for challenging traditional industry practices. Through its partner community, Pax8 aims to simplify cloud technology for SMBs, thereby making these solutions more accessible. The company's marketplace model consistently aims to deliver outcomes that help these businesses explore expansive possibilities.

In 2025, Pax8's operations extended across 17 international markets, reinforcing its global outreach. The new brand presentation—characterised by vibrant colours and modern typography—seeks to connect with its sophisticated partner base and reflects the company's dynamic energy and ongoing commitment to innovation.

Curt Cooper, the Senior Director of Brand Creative, who spearheaded the brand refresh, remarked, "Pax8 has always been known for pushing boundaries, and our brand refresh shows that nothing has changed. We've never been one to follow the status quo. We like to make noise, challenge the system, and go beyond what our competition defines as limits. We will continue to set the tone and redefine what's possible. I will not be surprised if we see a lot of imitators in the future, but there's only one Pax8. The evolving Marketplace is the next chapter in our brand story, but the hero will always be our partners."

The refreshed branding signifies not only an update in visual identity but also aligns with the company's commitment to innovation and leadership in the technology marketplace. The Pax8 Marketplace is designed to keep pace with technological advancement and support its partners and clients in achieving competitive success.