MetaDesign California has redesigned the identity and packaging design for technology company San Disk.
The inventor and supplier of Flash storage cards is aiming to reposition itself as a consumer electronics company in line with Apple, Sony and Canon says MetaDesign creative director Brett Wickens.
MetaDesign was appointed to create the design, which will be applied to products and packs, in the summer of 2006 on the back of working on the designs for Adobe’s packaging, corporate communications and annual reports from 2003 to 2007.
The previous design’s sun or flash mark has been dropped from the logo, but is alluded to with a parallelogram-shaped dot above the ‘i’.
Wickens says, ‘The new mark has been designed to work when it is applied in a miniscule format to microchips, this is why we have removed some of the detail that wasn’t working on the smallest products.’
It has created a consistent visual language, including a set of icons and a new typographic, photographic and colour-coding system, which is being applied to San Disk’s Flash memory packaging.
Its new designs are rolling out this year and are intended to enable customers to easily identify specific packs and products.
‘We streamlined the San Disk logo to command presence in crowded environments, alongside well-known consumer electronic brands,’ continues Wickens.