At some point in an existence, mistakes and controversy will come. Sandisk has been in the crucible in recent times, but a comeback is imminent.
The new corporate branding and creative direction signals a bold debut as a standalone flash and memory technology innovator, planned for early 2025.
Rebranding and new logos is always a very fraught process. We had endless amounts of late nights, consultations and chats when DRN went through the process back in 2019.
Over the years quite a few have hit the headlines and scored endless ridicules. Commonwealth Bank pops to mind all these years later, with commentary such as “did some toddler scribble it?”. Or the infamous KIA rebrand that lead to everyone googling KN cars. More recently is the Jaguar rebrand that got the internet buzzing, and not positively. That said like toddler mindsets, good attention or negative attention, you are still getting attention.
Defined by a ‘Mindset of Motion‘, Sandisk’s new creative direction represents a future forward philosophy where by creating paths and possibilities for people to go without limits, the company unites the current moment and their aspirations. This mindset brings people closer to their ambitions and creates a circle of collaboration for progress and future growth.
The Sandisk wordmark represents a heritage of mobility and versatility that enables a seamless and simplified world of resilient data expression and storage. The company’s innovation keeps aspirations moving and pushes possibility forward, empowering people and businesses with data everywhere.
“Enabling people to experience the potential of their data and move forward in making aspirations real is at the heart of what we do and we were very intentional in creating a mark that embodies the spirit of this thinking,” said Joel Davis, vice president of Creative, Sandisk. “Our visual brand philosophy is inspired by the future and all the diverse ways our customers consume data. Starting with a single pixel, the new Sandisk mark uses bold visual language while being rooted in the idea that progress is not an end point but a way of being.”
Sandisk Brand Mark Design Attributes
From a pixel to a platform for ambition, the new Sandisk mark is engineered to embody innovation. The logo’s clean lines and minimalist design mirror the speed and efficiency of Flash technology. The iconic open D letterform unites with a fresh, pixel-driven S, both symbolising collaboration and partnership, shaping the future of technology. With both vertical and horizontal representations, the mark defies limitation.
Watch the reveal video on YouTube, it does come with a a dash of personality to match the energy.