Sandisk Corporation, a wholly-owned subsidiary of Western Digital, has given a sneak peek into its new corporate branding and creative direction, defined by a ‘Mindset of Motion’.

This rebranding is part of the company’s planned standalone flash drive and memory vendor launch in early 2025.

According to the company, the ‘Mindset of Motion’ represents a forward-thinking philosophy, creating limitless paths and possibilities for people. The Sandisk wordmark symbolises a heritage of mobility and versatility, enabling a seamless world of resilient data expression and storage.

The new Sandisk logo is designed to embody innovation, with clean lines and a minimalist design reflecting the speed and efficiency of Flash technology. The logo features an open ‘D’ letterform and a pixel-driven ‘S’, symbolising collaboration and partnership.

“Enabling people to experience the potential of their data and move forward in making aspirations real is at the heart of what we do and we were very intentional in creating a mark that embodies the spirit of this thinking,” said Joel Davis, vice president of Creative, Sandisk. “Our visual brand philosophy is inspired by the future and all the diverse ways our customers consume data. Starting with a single pixel, the new Sandisk mark uses bold visual language while being rooted in the idea that progress is not an end point but a way of being.”

Sandisk was acquired by Western Digital in 2016 under a US$19 billion acquisition and became a wholly owned subsidiary of the tech vendor.