Corporate identity and brand evolution since 1996

1996 – present

Eight stages, one single idea

Each version reflects the aesthetic of its time. What's interesting isn't what changes, but what remains consistent across all of them.

1996

Serveis Web is founded.

The company started with a Catalan name and a promise that was very much in keeping with the times: to bring radio, television, and music to the Internet. Even then, the logo consisted of the letters "sw" inside a circle.

Blue · “SW” in a circle

2001

Technical drawing.

The wordmark is drawn with a thin line and grid geometry, very much in line with the digital aesthetic of the early 21st century. The circle remains, now represented with dots.

Blue · Negative version

2009

The orange sphere.

The first significant color change: the circle transforms into a sphere, and the brand shifts to orange. This is when the color that would accompany the company for over a decade makes its appearance.

Orange · Negative version

2010

Web Services in blue.

The orange sphere is solidified, and the wordmark changes to a rounded blue. The orange and blue combination is used during the company’s period of greatest growth.

Orange and blue.

2011

15th anniversary

Commemorative marking for the fifteenth anniversary. The dial transforms into a drop shape that encompasses the "15," with the "sw" reduced to a distinctive emblem.

Commemorative stamp.

2012

Wordmark in gray.

The wordmark moves away from blue and adopts the gray color that remains in use today. The sphere remains orange: this is the final step before the name change.

Orange · negative version

2018

From Web Services to SW Hosting.

Name and system change. The sphere opens and transforms into an arch: less volume, less shine, more structure. The wordmark switches to lowercase in a geometric grotesque typeface.

Orange #FC703F · open arc

2022

The current blue.

The graphic remains unchanged, and only the color of the arc is altered: from orange to blue #1288FF. This single variable change is what allows the brand to remain recognizable.

Blue #1288FF · open arc

Perseverance.

The circle has been there since the beginning.

It has been a solid line circle, a dotted circle, a sphere with volume, a commemorative droplet, and finally, an open arc. But it has always been there.

1996 – 2001

Closed loop.

The letters “sw” enclosed in a circle. The brand is born with the container that will always accompany it.

It contains the trademark.

2009 – 2012

Sphere with volume.

The circle gains relief, luster, and shadow, reflecting the aesthetic of the period. The underlying idea remains the same, but the finish is consistent with its time.

Same design, different finish

2018 – present

Open arch

The circle opens, releasing the wordmark. It ceases to be a box and transforms into a gesture: the brand no longer confines, but accompanies.

Open container

Why the 2022 rebranding worked. Switching from orange to blue didn’t involve redrawing anything: the arc, the wordmark, and the proportions are identical, and only the color value changes. Changing just one variable at a time is what allows a brand to be refreshed without customers ceasing to recognize it.

The brand today.

Official versions of the logo.

The logo combines the isotype – an open arc with the letters “sw” – and the wordmark “swhosting.” The files are used as is, without any modifications.

Main

Light backgrounds.

Full negative.

Dark backgrounds.

About brand blue

Always negative.

Isotype

Avatars and favicons

Yes.

Use the original SVG files, without modification.
Always scale proportionally.
Maintain the safety area: a margin equal to the height of the isotype.
Choose the version based on the background contrast.
Minimum size: 120 px on screen, 28 mm in print.

No

Reconstruct the logo by combining the isotype with the word "swhosting" written in the Roboto font.
Deform, stretch, compress, or rotate.
Recolor outside of the official variants.
Add shadows, outlines, gradients, or effects.
Use the SWPanel blue (#0095FD) in the SW Hosting logo.

Regarding recomposing the logo: Even if the typography is the same, the wordmark has its own outlines, corrected spacing, and an exact relationship with the arc. Recreating it manually produces a similar, but distinct, mark.

Color

Blue belongs to the logo.

Everything else is built using the blue and neutral color scales. In code and design, the token is referenced, never the hexadecimal value.

Brand colors

Blue scale

Neutrals and states

SW Hosting and SWPanel are sister brands with distinct blue color palettes. SW Hosting uses #1288FF, and SWPanel uses #0095FD. They share typography and a similar overall aesthetic, but each has its own visual identity and they are not mixed together in a single design.

Color copied:

Typography

Roboto for everything

And Roboto Mono for data, code, section labels, and any figures that should be read as technical values. Both are open-source licensed.

Headline Black 900 The servers are ours.

Section Bold 700 Your peace of mind.

Body Regular 400 · 16 px We host your project in data centers that we operate. When necessary, whoever is available will go to the server room to fix it.

Featured Medium 500 Renew at the same price. No price increase in the second year.

Data Roboto Mono · +.1em ES-GI · 99.98% · ISO/IEC 27001

In headlines, the part that carries the main meaning is in blue, and the rest is in navy. Never use more than one highlighted element per headline. Do not distort weights or mix other font families.

Voice tone.

Straightforward, honest, and no-nonsense.

A client with no technical knowledge should be able to understand every sentence; one who does have that knowledge should not feel as though they are being treated like a novice.

This is how we communicate.

We'll deliver it to you, free of charge and with guaranteed uptime.
Renew at the same price. No price increase in the second year.
The technician handling your case is calling you.
Shared hosting isn't for everyone.
A weekday" instead of "quickly".

Not like that.

Professional migration service of the highest quality.
Very competitive prices.
First-class customer service.
Tailored solutions for all types of projects.
Unverified figures, even if they sound better.

And a rule that is never broken. We do not publish a phone number as a means of support in any of our materials. Support is provided through the customer area: our AI diagnoses the issue, and when necessary, a specialized technician calls the customer.

Resources

What does the branding kit include?

For press, contributors, and internal teams. If you need an asset that is not listed here, please contact us before publishing.

Logos

High-resolution SVG and PNG files, including a logo, negative versions, and favicons.

Color

Tokens in CSS and JSON, plus a palette for GIMP and Inkscape.

Typography

Roboto and Roboto Mono, complete fonts, licensed under the Apache 2.0 free license.

Email signature.

Standalone HTML in Spanish, Catalan, and English, with legal notice and GDPR compliance.

Social media

Square, story, and banner in three languages, with editable fonts.

Presentations.

16:9 templates with cover, content, and closing page layouts.

Documents

Letterheads and templates, categorized for Office and OpenOffice.

Brand guidelines.

PDF containing all usage guidelines, in Spanish, Catalan, and English.

Frequently Asked Questions

What you ask us the most.

Yes, to identify SW Hosting in articles, comparisons, integrations, or materials where we are the provider, use the official files without modifying them and respect the security area. For any use not covered here, please contact us before publishing.

Using this formula: “SW Hosting® is a brand of SW Hosting and Com. Tech. SLU.”

Only in editorial or archival contexts, to illustrate the evolution of the brand, as on this page. They cannot be used to identify the company today: the current version is the blue one.

“Web Services” accurately described what we did in 1996, but it fell short when our catalog expanded to include cloud services, dedicated servers, and hosting, and it also limited us to the Catalan region. In 2018, we changed our name to SW Hosting, retaining the acronym that everyone was already using.

Orange was the brand's color for over a decade, but blue better conveys infrastructure and reliability, and it differentiates us from competitors who focus on price. Only the color has changed; the design remains identical.

Write to us and we'll send it to you: it includes logos, color tokens, fonts, document and presentation templates, assets for social media, and the brand identity manual in three languages.