"It all started with the pixel, which is the fundamental smallest unit of data," says Andre Filip, CEO at ELA Advertising, who helped develop the new visual identity with Sandisk ahead of its planned spin-off from parent company Western Digital next year. The new minimalist logo retains the open 'D' letterform, which appeared in Sandisk's previous logo, and the pixel concept appears in the new logo's letter 'S.'"
"It's the first letter; it's like the cornerstone of the company," says Joel Davis, Sandisk's vice president of creative. The goal was to make a logo that looked like the future. If the red cone shapes in the letterform read as vaguely NASA-esque, just know they asked themselves during the design process what the new logo might look like on a spaceship."
The team behind the redesign saw their work as a one-shot chance to redefine the brand for a new era. "The brand has been around since the late '80s and while it's a great logo, we really had this opportunity to evolve it and create something that would resonate with a newer audience, while respecting our legacy."
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