Sandisk rebranding

1. Brand Research
Old Logo
New Logo
http://www.multimedialab.be/doc/tech/chartes/SanDisk_Guidelines_7.pdf
Style Guide - 2005

2. Target Market
SanDisk has different items meant for different target
markets. Some, such as USB drives and SD cards are
meant for home use by students and professionals.
Others, such as massive storage systems, are designed
for businesses. For the purpose of this project, I will be
focussing on their “home use” section of products,
geared towards students and professionals.
https://www.sandisk.com/

3. POV
SanDisk is a company that seems fairly dedicated with
moving towards the future in terms of technology1. This,
however, is not consistent with their packaging or logo.
SanDisk packaging is often over-sized in comparison to
the size of their products, which isn’t environmentally
friendly or progressive. They’ve also only updated their
logo once since the company was founded in 1988, and
it looks outdated. These issues must be fixed.

4. Brand Character
SanDisk is an old brand trying to look young. Their
website is updated and looks fresh and clean, but their
logo and packaging need work. It almost feels like the
brand is scared to lose old customers through change,
hence the same bold 80’s logo. The brand is like an old
man trying to ride a skateboard, but switching to a cane
in front of his friends.

5. Brand Changes
Scared Confident
Outdated Progressive
Classic Contemporary
Wasteful Green
Typical Extraordinary
Utilitarian Aesthetic

6. New Brand Character
SanDisk should be a company that appeals to people of
all ages. Upon asking my roommates, they said they all
used SanDisk products but thought the company itself
was aesthetically outdated. My goal is to bring SanDisk’s
look from 1988 to 2018, to match the quality of its
products.