Brand, creative and digital agency Mr B & Friends has revealed the new brand identity for UKCloud just as the cloud services company tops the Tech Track 100 league table.UKCloud crowned the leaderboard of this year’s Sunday Times Hiscox Tech Track 100 league table, which ranks Britain’s best 100 private tech companies with the fastest-growing sales over the last three years.The company, which specialises in providing assured cloud services exclusively for the UK Public Sector including organisations such the Home Office, HMRC, MoD and the NHS, has soared into first place ahead of companies such as Roc Technologies, Feefo and Skyscanner.The agency created a new articulation of the brand centred around the positioning of ‘Pure Commitment’. This illustrates the transparent and focused way in which UKCloud goes about its business. Operating a true pay-as-you-go model, the service provider enables total flexibility to its customers and bases its business on a consumption model rather than contracted arrangement. This provides outstanding value and disrupts the normal pattern in the sector. As such the identity is designed to reflect flexibility, simplicity and enduring value.CreditsCreative Director: Steve RichardsonDesign Director: Sheena MistryDesigner: Nathan CrosbyBrand strategist: Simon BarbatoAccount Management: Nicola Jarvie/ Andy Kaye