"The new logo conjures connotations of Data loss" — Netizens react to Sandisk changing its logo

The popular flash memory company Sandisk has changed its logo as a part of its rebranding this week.

The original logo represented the company since 1995 and featured the inter-capped name 'SanDisk' emprinted on a red background. The new logo is an all-caps one on a black background and is inspired by a "single point of data” or a "pixel."

Fans took to X to react to the flash-memory brand's new logo with many sharing their takes on what inspired the new design. One X user wrote:

"For some reason, the new logo conjures connotations of Data loss."

"Finally, a logo that actually improved," another user opined.

"Well at least they aren’t simplifying it like every other company," a netizen added.

"I don't like it but W for not going the oversimplified route," another fan commented.

Some fans were against the company changing its logo and shared their thoughts:

"Why are brands changing logos that are perfectly fine?? New marketing/advertising team?," a fan asked.

"At least that is interesting. Or crumbling. I haven't decided yet. Did they get a discount if the letters weren't complete?," another X user chimed in.

"Logo minimalism is a mistake," an individual wrote.

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"It all starts with a pixel" - Sandisk's new logo is inspired by a single point of data

Technology - Hardware - Flash Memory Stick - Image via Getty

In an official video unveiling their new logo, Sandisk explained what inspired the company's rebranding and new design. The video featured a background voiceover that said:

"It all starts with a pixel, a single point of data that transforms into a kinetic symbol of cutting-edge fast technology. Built to be as distinctive and dynamic, adaptable and versatile as we are. Our slab serif is back in bolder to emphasize our industry leadership and powerful foundation."

The video further detailed the use of the letterform in the logo and explained:

"The iconic open-end letterform unites with a fresh pixel-driven 'S' both symbolizing the collaboration and partnership required to actualize our purpose and tap into all new possibilities."

Sandisk explained that the "clean lines and minimalist design" is symbolic of the efficient speed and "fast technology." The high contrast is further symbolic of the company's precision, clear vision, and relentless spirit.

According to a report by Fast Company, the rebranding of the flash-memory company came ahead of a spin-off of their parent company, Western Digital, being on the cards. Sandisk was acquired by Western Digital in 2016. The company's current name also came in 1995, before which it was called Sundisk Corporation.

According to the company's official website, the concept behind their new logo was the brainchild of their VP of Creative, Joel Davis. Speaking of the logo, Davis explained:

“This is the inception point that Sandisk builds off, and it is the cornerstone of our ability to innovate. By starting with the pixel, we could visually communicate the scalability and infinite potential of data – the core of what we stand for. We were very intentional in creating a mark that embodies the spirit of this thinking.”

Davis explained the various facets of the logo in detail, including the open letterforms, broad serif forms, warm color palette, and its distinct and dynamic mark. The Creative VP explained that they wanted the new logo's red to be a bit different as "maintaining the core color was essential."

Davis also explained that the rebranding marks a "new era" for the brand in this fast-moving world of technology. It remains to be seen how the new philosophy brings changes in the company's flash-memory products.