Right here comes Sandisk with a rebrand

SanDisk is now SANDISK. It’s additionally now Sandisk. The corporate is asserting a contemporary rebranding this week with a brand new brand that drops the inter-capped styling it’s usually maintained since 1995 with one that’s impressed by “a single level of knowledge” or a “pixel.”

In a brand new video, Sandisk says its “slab serif is again and bolder” and it maintains its open “D” letter, however pairs it with a brand new “pixel-driven S.” The corporate says the letters symbolize “the collaboration and partnership required to actualize our objective and faucet into new prospects.”

As famous in a report by Quick Firm, the Sandisk rebranding comes forward of a derivative from its dad or mum firm Western Digital deliberate for subsequent 12 months (it was initially deliberate for this 12 months). Western Digital had initially acquired Sandisk again in 2016.

Final 12 months, Western Digital was embroiled in controversy surrounding the favored, expensive moveable SanDisk Excessive SSD, during which publications reported that the product would wipe homeowners’ knowledge erroneously. It occurred to our supervising producer Vjeran Pavic, and Western Digital refused to reply our questions on the time to clarify what was taking place.

Controversy apart, we’re huge followers of “unfinished” brand types right here at The Verge, and it appears to be like like Sandisk did alright with its rebrand. It actually may do worse — simply take a look at PayPal, Kia, Paramount. or JaGUar.