SanDisk is now SANDISK. Itâs also now Sandisk. The company is announcing a fresh rebranding this week with a new logo that drops the inter-capped styling itâs generally maintained since 1995 with one that is inspired by âa single point of dataâ or a âpixel.â
In a new video, Sandisk says its âslab serif is back and bolderâ and it maintains its open âDâ letter, but pairs it with a new âpixel-driven S.â The company says the letters symbolize âthe collaboration and partnership required to actualize our purpose and tap into new possibilities.â
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 ownersâ 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, weâre big fans of âunfinishedâ 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.