The result of a spinoff between Intel and SK Hynix, Solidigm was created with partnership as its core value. VML’s work began by naming Solidigm as a combination of “solid-state” and “paradigm,” creating a unique ground upon which to build. Our brand identity system focuses on establishing category credibility and distinction through color. And our icon evokes both the form factor of storage devices and the interlocking hands of partnership—now a common hand gesture across the company. The result is a globally distinctive, powerful and direct trademark.
Partnership is Not a Commodity
Branding a tech startup in a commoditized space of tired industry giants
Client
- Solidigm
Intel sold its solid-state hard drive business to SK Hynix. Our challenge was to name and brand a new venture in a highly commoditized market, disrupting the space and creating a central visual standard for its employees to rally around.
The visual design focused on establishing category credibility (through a tech-forward design) and distinction (through color) as well as a compelling brand story symbolized by its bold icon. The icon evokes both the form factor of storage devices and the interlocking hands of partnership — a key differentiator of the business.
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