SanDisk is now SANDISK. Now it’s also Sandisk. The company is announcing a new rebrand this week with a new logo that ditches the between-the-caps style generally maintained since 1995 for one inspired by “a single data point” or a “pixel.”
In a new video, Sandisk says its “slab serif is back and bolder” and keeps its letter “D” open, but pairs it with a new pixel-driven “S.” The company says the letters symbolize “the collaboration and partnership necessary to realize our purpose and realize new possibilities.”
As noted in a report by fast companySandisk’s rebrand comes ahead of a spinoff of its parent company Western Digital planned for next year (it was originally planned for this year). Western Digital had originally acquired Sandisk in 2016.
Last year, Western Digital became embroiled in controversy surrounding the popular and expensive SanDisk Extreme portable SSD, in which publications reported that the product would erase owners’ data by mistake. It happened to our supervising producer, Vjeran Pavic, and Western Digital refused to answer our questions at the time to explain what was happening.
Controversy aside, here at The edgeand it seems that Sandisk did well with its rebranding. It certainly could be worse: just look at PayPal, Kia, Paramount. or JaGUar.