after a Series of poor hardware defectssandisk name turned into mudMore than a year later, the company hopes people will forget fresh new logo,
As Viewed by creative blockThe new Sandisk logo is making a splash, though not entirely for the right reasons. As Joe Foley observes, the Sandisk – yes, it’s now “Sandisk”, not “Sandisk” – follows recent design trends by removing bits of the typeface from the rebrand wordmark. kia did itAnd Nokia also did the same,
However, in Sandisk’s words, there’s more to it than simple trend chasing – the company is rebranding, relaunching and, reading between the lines, trying to help people forget recent controversies.
Sandisk writes, “Sandisk Corporation today previewed its new corporate branding and creative direction, signaling the bold beginning of the company’s return as a standalone flash and memory technology innovator, planned for early 2025. Was.”
I will talk openly about it. I don’t like the new logo, but I’ll give Sandisk this, and at least the logo won’t fade. And the reveal video above is excellent, at least for those who aren’t prone to seizures.
Sandisk calls its new logo “distinctive,” and other than the mild effect of the joke (“stinky,” you mean), it’s justified. It’s spiritually much like other recent and mostly maligned redesigns, but thankfully it’s far from the lifeless mess that is most minimalist Rebranded in recent years.
It’s bad, but not in a really bad way. Ultimately, making a logo boring is the ultimate sin, so it’s best to avoid this and is not as common as might be expected for companies that spend huge sums on rebrands.
But it commits an almost equally bad crime: it’s not easy to read, especially when small. The missing parts, which Foley and others joke about, are like missing pieces of data (zing), making the logo especially awkward when viewed at a smaller size or from a distance.
“Enabling people to realize the potential of their data and move forward in making aspirations real is at the heart of our work and we were very intentional in creating an imprint that reflected the spirit of this thinking,” says Joel Davis, vice president of Is a symbol.” 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 based on the idea that progress is not an endpoint but a way of existence.
It’s all fluff, and I doubt anyone will get the “single pixel” aspect of the design just by looking at the new wordmark. But it becomes even more vague and vague.
Sandisk continues: The logo’s “clean lines and minimalist design reflect the speed and efficiency of flash technology. The iconic Open D letterform units with the fresh, pixel-driven S, both symbolize collaboration and partnership, reflecting the future of the technology.” With both vertical and horizontal representations, the symbol transcends boundaries.”
Sandisk worked with Los Angeles-based creative agency ELA Advertising to develop the new brand.
“If there were a logo of the future, it would look like the new Sandisk mark. We were inspired by the role technology plays in driving people forward and wanted to create a wordmark that reflects Flash and how people use and consume data,” says Andre Philippe, CEO of ELA.
That’s all well and good, and every company says similar things when they rebrand or come up with a new logo, but the only thing that matters is whether it looks good. There are definitely fans of the redesign. YouTube comments for Sandisk’s rebranding video are overwhelmingly positive.
One commenter writes, “One of the best rebrands of the year for me.”
“We’ve missed a good rebranding,” says another viewer. “Never thought I’d appreciate the new look and absolutely love it.”
“Standing ovation for this,” adds another, and ends his virtual applause with a fire emoji.
“I love it! Wow, I don’t know what to say. You don’t have to be a design expert to know that the redesign looks amazing! Oh my God, I have only positive things to say, ” comments one particularly enthusiastic fan.
Sandisk: “We need a new logo.”
Designer: “What were you thinking?”
Sandisk: “Have you ever tried to scan a document and it got cut off a bit?”
Designer: “Say no more.” https://t.co/jK7w9YfbUS
– mikeymumbelz (@mikeymumbelz) 18 December 2024
The response on social media platforms and websites has also been mainly positive. Some people have even said that the new logo will influence their purchasing decisions going forward, causing them to consider Sandisk products only because of the rebrand. Style is an extremely poor way to choose products that store your most precious memories and data, but I digress.
There are some criticisms also.
“Must have stored design files on Sandisk products. missing data.”
While I certainly disagree with those who think Sandisk’s new brand is great, we can all agree that the video unveiling the new logo is well-made, as long as one The person is not sensitive to bright, flashing lights. And no doubt, coming up with a new wordmark makes sense for Sandisk. The company clearly wants to distance itself from its past, and there are few quicker ways to do that than with a facelift.
The new logo should be seen on new products soon as Sandisk continues its planned spin-off from Western Digital, which will be completed in 2025. Sandisk has a new face; She hopes to get the fresh start she so desperately needs. However, it will take a while to earn back the trust of those who are paying attention. This will require more than a “bold” new wordmark.
Image Credit: Exclusive image created using assets licensed through gathering photo,
