SanDisk is now SANDISK. It’s also now Sandisk. The company is announcing a fresh rebranding this week with a new logo that drops the inter-capped styling it’s generally maintained since 1995 with one that is inspired by “a single point of data” or a “pixel.”
In a new video, Sandisk says its “slab serif is back and bolder” and it maintains its open “D” letter, but pairs it with a new “pixel-driven S.” The company says the letters symbolize “the collaboration and partnership required to actualize our purpose and tap into new possibilities.”
As noted in a report by Fast Company, the Sandisk rebranding comes ahead of a spinoff from its parent company Western Digital planned for next year (it was originally planned for this year). Western Digital had originally acquired Sandisk back in 2016.
Last year, Western Digital was embroiled in controversy surrounding the popular, pricey portable SanDisk Extreme SSD, in which publications reported that the product would wipe owners’ data erroneously. 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, we’re big fans of “unfinished” logo styles here at The Verge, and it looks like Sandisk did alright with its rebrand. It certainly could do worse — just look at PayPal, Kia, Paramount. or JaGUar.