New look, Greater mission

You might have noticed something different about our website. Today, I’m stoked to share UpCloud’s bold, visionary new brand, featuring our own people at the heart. 

This bold new brand didn’t appear out of thin air – it’s a natural evolution of where we’ve come from. Our previous visual identity, inspired by the structured world of data center cabling, was expressed through clean, simplified 2D vector graphics. With this refresh, we’ve taken a confident leap into a more immersive, three-dimensional world. But more importantly, we’ve brought people – real people – to the forefront.

It also reflects how we’ve matured as a company. While automation and advanced technical capabilities remain at our core, we know that what truly makes a cloud provider exceptional isn’t just infrastructure – it’s the people behind it. This new brand is a celebration of that human element: our experts, our culture, and our relentless focus on empowering others through technology.

While our visual identity has taken a bold new step forward, I can’t help but point out that an exciting part of this journey also lies in the updates we’ve made to our product offering. When UpCloud launched more than a decade ago, we boldly stated that we were determined to break barriers in the cloud ecosystem. And we’ve been relentless in pursuit of that goal. Underneath new colours and striking light trails, you’ll find a secure, highly scalable, reliable cloud infrastructure, fully optimized for costs – designed to get you building and scaling fast.

Here’s what’s new, improved, and strengthened:

New: Building, not billing 

When you spin up a new UpCloud server, you’ll now instantly get free access to UpCloud Essentials – the foundational features you need to build, scale and innovate, without the added costs, all backed up by our 99.999% SLA with 24-hour seven-days-per-week support. 

This includes zero data transfer fees, load balancers, Kubernetes control plane, and NAT/VPN gateways, so you can focus on building, not billing. 

Improved: Lightning-fast cloud

We’re one of the first cloud providers rolling out 5th Gen AMD EPYC™ 9575F Turin processors to our data centers across the globe. These are designed to enhance cloud computing performance and scalability, ensuring you get optimal performance-to-cost ratio across all workload types. Upgrades are already underway and will continue throughout 2025 at no extra cost or downtime to our services.

Strengthened: Commitment to data sovereignty 

Being able to choose the jurisdiction where you host your data is one of the greatest benefits of cloud. You control your data, server storage location, and determine the retention period – your data, your rules. UpCloud’s systems and operations are based in Finland, ensuring your data is protected by European regulations when you choose one of our European data centers. And with our EU Access Management Policy in place, ensuring only EU-based employees have privileged full remote access to operating systems within our EU data centers, you can rest assured that our commitment to data sovereignty and security isn’t just important, it’s unwavering. 

I hope that you enjoy our new look, and most importantly, our new offerings. We’re determined to be by your side as the European force challenging what the cloud should be, now and in the future!