Switch Brand Guidelines: Rob Roy’s Las Vegas Data-Centre Campuses & Named Halls

Rob Roy’s company in the desert.

Switch is a data-centre company based in Las Vegas, Nevada. The company says it was founded in 2000 and that its founder, Rob Roy, is still its chief executive; Bisnow gave the same founder and the same year in July 2026. Switch describes its core business as the design, construction and operation of data centres, and it credits Roy personally with more than 950 issued and pending patent claims covering data-centre designs. That makes the founder unusually central to the brand: the company’s website gives him his own page, and its co-working hubs carry his name.

The firm grew up around one campus in its home city. English Wikipedia says Switch developed and operated facilities under the name SUPERNAP, a label it used for years on its buildings and later on an international partnership. On the company’s own pages today the Las Vegas site is called The Core Campus, and its buildings are numbered in capitals, such as LAS VEGAS 7 and LAS VEGAS 8.

Switch also describes itself in moral terms. Its website says the company “was founded on a principle of KARMA,” which it explains as putting good energy out into the world and getting good energy back, and it runs Rob Roy’s Innevation Centers, which it calls collaborative business hubs offering co-working and event space for start-ups, educators, artists and community groups. The company presents these alongside its data centres as part of what it calls economic development through technology.

Campuses with names.

Switch builds large campuses rather than single buildings, and it names them. The company lists The Core Campus in Las Vegas and the Citadel Campus at Tahoe Reno in northern Nevada, with further sites in Grand Rapids, Michigan, and Atlanta, Georgia, and with Austin and Houston in Texas on its locations list. English Wikipedia says the first Tahoe Reno building opened in February 2017, and that the Grand Rapids site, the Pyramid Campus, occupies the former Steelcase Pyramid, the office-furniture maker’s pyramid-shaped headquarters building, and opened in May 2017. Bisnow gave the portfolio in July 2026 as Austin, Las Vegas, Reno, Atlanta and Grand Rapids.

The company’s services follow the same habit of branded capitals. Its menus list Switch COLO for colocation, Switch Connect for networks, Switch MOD and build-to-suit for custom facilities, and The CORE Cooperative, which English Wikipedia describes as a purchasing cooperative that lets customers buy telecommunications and other services together across the campuses. Its home page now leads with “AI factories,” and the company says its designs are engineered for cloud, AI and enterprise workloads at very high power density.

Switch also makes energy part of its message. It uses the trademarked lines “Sustainable by Design” and “Responsible by Design,” and says it invests in new, local renewable power for its campuses; Bisnow reported in July 2026 that Switch says its campuses have been powered entirely by renewable energy since 2016. Both are the company’s own claims. Its website headline describes the aim as building “the most responsible data centers.”

Design and documentation.

Data-centre operators sell something most of their customers will rarely see in person. The product is space, power, cooling and connections inside buildings that are secure by design, so the industry has built a recognisable visual language to stand in for the real thing. Long white halls lined with rows of server racks, often lit in a cool blue, are the most common image on websites, in reports and on trade-show stands.

The second stock image is the campus from the air. Aerial photographs show low, windowless buildings set out in a grid, with car parks, substations and fenced yards around them. Close-ups fill in the detail: banks of cooling towers or chillers on a roof, rows of backup generators, cable trays crowded with fibre and power cords, and engineers in hi-vis vests checking a tablet between the racks. The pictures are meant to suggest scale, order and control rather than any single product.

Names and marks tend to follow the same logic. Many operators use short coined names, initials or plain descriptive words, set in clean sans-serif type, and organise their sites with city or airport codes and numbers. Colour schemes lean on blues, greys and one sharper accent, and campaigns talk about capacity, connectivity and growth in measured, technical language. Because the buildings look alike, the difference is often carried by naming, maps of locations and the way a company describes its customers.

Much of this identity is presented in person at industry gatherings such as Datacloud Global Congress and PTC, where operators, investors and network companies meet. Stands, keynote slides and printed site maps there tend to repeat the same visual cues as the websites: hall photography, campus renders and lists of markets. The guides in this group look at how individual operators use those shared conventions.

Listed, taken private, and back toward the market.

Switch has moved between public and private ownership. Its shares began trading on the New York Stock Exchange under the ticker SWCH on 6 October 2017, Data Center Knowledge reported that day, describing the listing as the year’s largest technology flotation since Snap’s in March and placing Switch on a short list of US-listed data-centre providers alongside Digital Realty, CoreSite, CyrusOne, QTS and Equinix.

Five years later it left the market. On 7 December 2022 Data Center Knowledge reported that DigitalBridge and IFM Investors had completed the conversion of Switch from a publicly traded company to private ownership. Bisnow added in July 2026 that the Australian pension fund Aware Super acquired a significant minority stake in 2023, and it placed the deal within a wave in which QTS, CoreSite and CyrusOne also left public markets in 2021 and 2022.

A return to the stock market has been reported but not completed. In July 2026 Bisnow, citing Reuters, reported that Switch had chosen Goldman Sachs and JPMorgan Chase to lead the underwriting of a planned initial public offering, expected as soon as the fourth quarter of 2026; it had not been completed at the time of writing.

The name is common, so a note on scope: many unrelated products and companies are called Switch, and this guide concerns only the Las Vegas data-centre company. On its own pages, that company sets campus and building names in capitals and attaches a registered mark to many of its slogans and services.

For a design guide, Switch shows how a data-centre operator can turn buildings into a named, branded set: campuses with titles, numbered halls in capitals and a founder’s name on its community spaces. Compare CyrusOne and QTS Data Centers, two other operators that left public markets in the same period. For this guide we use a near-black, a cool grey and a deep teal with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Switch’s identity on hand — save it to a board in the Made Good inspiration library.