Sandisk presents itself with a new image.
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The renowned brand SanDisk has changed its name to SANDISK, also adopting a lowercase variant as Sandisk. This week, the company revealed its new corporate identity, which includes an updated logo that abandons the interleaved lettering style it has used since 1995. Inspired by a "data point" or a "pixel," the new design features bolder typography.
In a promotional video, the company mentions that its "slab serif typography has returned more forcefully," maintaining the open shape of the letter "D," while the new "S" is driven by a pixel-based design. According to the company, these letters symbolize "the collaboration and partnership necessary to fulfill our purpose and explore new possibilities."
This rebranding comes just ahead of the anticipated spin-off from its parent company, Western Digital, scheduled for next year, a separation that was initially planned for this year. It’s worth noting that Western Digital acquired SanDisk in 2016.
Last year, Western Digital was involved in a controversy related to the SanDisk Extreme SSD, a very popular and expensive portable drive. Various publications reported that this product could mistakenly erase its owners' data, affecting some users, including producer Vjeran Pavic. At that time, Western Digital did not provide explanations regarding the issue.
Despite these controversial incidents, the logo evolution has been well received in certain circles, showcasing a design style that many find appealing. Compared to other recent rebrandings, such as those of PayPal, Kia, Paramount, or Jaguar, Sandisk has achieved a change that seems satisfactory.