Sandisk Style Guide

COntEntSO
I. ImageryandRebranding
II. BrandCharacterNarrative
III. Logo
- Creation
- Usage
- Don’ts
VI. Typography
VII. Colors
VIII. Mood
IX. PackageRendering
X. MechanicalLayout
XI. Packaging
XII. Stationary
- Business Cards
- Letterhead
3

ImagErY &
rEbRandinG
Scared Confident
Outdated Progressive
Classic Contemporary
Wasteful Green
Typical Extraordinary
Utilitarian Aesthetic
4

bRand
cHaractEr
NarraTivE
SanDiskshouldbeacompanythatappeals
topeopleofallages.Whilestillselling
productsanddominatingthemarket,
SanDiskisaestheticallyoutdated.Mygoal
istobringSanDisk’slookfrom1988to2018,
tomatchthequalityofitsproducts.Sandisk
shouldhaveasleek,professional,and
contemporarydesignthatappealstopeople
ofallagesandbackgrounds.
5

Logo
C R E AT I O N U S A G E
PrimaryTheSanDisklogostands
foralwaylookingtowards
thefuture.Thearrowpoints
towardsthebrand name
itselftosignifySanDisk's
commitment toalways
movingforward,whilethe
negativespacesgivethe
designacontemporary,
futuristicfeel.
sandisk.
sandisk.
6

Secondary
sandisk.
sandisk.
sandisk.
sandisk.
7

sandisk.
x x
xx
Leave at least one x height of space
on all sides of the logo with the ex-
ception of a ghosted arrow logo. The
logotype font is Neue Haas Grotesk
Display 45 Light.
Leave at least the height of the inner
arrow at its widest on all sides of
the logomark.
8

Don't change the logo font.
Don't use unapproved colors.
Don't rotate the logo
Don't rotate only the logomark.
Don't add a drop shadow.
Don't cut off part of the logo.
Don't switch colors.
Don't stretch the logo.
D O N ' T S
sandisk.
sandisk.sandisk.
sandisk.
sandisk.
sandisk.
sandisk.
sandisk
9

tYpogRaphY
oUr diSPlaY foNt is LEixo
LEixo
T H E H E A D E R F O N T I S N E U E H A A S G R O T E S K D I S P L AY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!#$%?
And the body font is also Neue Haas Grotesk Display. The body text is a
lighter weight and with no kerning adjustment. While the header text is in
all caps, the body text is a mix of capital and lowercase letters. The header
text is tracked to 180. The body text must have at least 1.5x spacing in
between lines and at least a 0.25 inch indent at the beginning of each
paragraph. There are eight weights in this font family.
r e g u l a r

Neue Haas Grotesk Display
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
1234567890!@#$%^&*()-+
9 5 B L AC K
7 5 B O L D
6 5 M E D I U M
5 5 R O M A N
4 5 L I G H T
3 5 E X T R A L I G H T
2 5 T H I N
1 5 U LT R A T H I N
11

ColorS
Primary Secondary
HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
#4b699e
53
34
0
38
75
105
158
#5ca4db
58
25
0
14
92
164
219
#ffffff
0
0
0
0
255
255
255
#95c9f0
38
16
0
6
149
201
240
12

HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
HEX
C
M
Y
K
R
G
B
#b3b3b3
0
0
0
30
179
179
179
#fafafa
0
0
0
2
250
250
250
#454545
0
0
0
73
69
69
69
#e6e6e6
0
0
0
10
230
230
230
13

PacKagE
RenDEring
Poly-3-Hydroxybutyrate Bioplastic
Soy-based ink
100% Post-consumer
recycled cardboard
16

U S B PA C K A G E
S D C A R D PA C K A G E
3"
2" 2"
2"
2"
1"
1" 1"
3"
1.5"
1.5"
1"
1.75"
0.8"
0.8"
1"
Side
Side
Front
Front
Top
Top
17

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