As the leader in flash memory technology, SanDisk’s established logo exhibited numerous mechanical problems (noted below), which affected its legibility and impacted brand recognition. Reworking it—as part of a much broader rebranding programme—resulted in a more fitting mark that would reproduce easily when printed very small on memory cards.
Respected design industry blog Brand New subsequently named the logotype as one of the year’s best, saying: “Pound for pound, letter for letter, ligature for ligature, the best redesign of a wordmark that retains the essence of the original while pushing the company into the new, young century.”
