Case Study: Solidigm builds a distinctive tech brand with VMLY&R

Solidigm builds a globally distinctive brand with VMLY&R

Solidigm, a new tech startup formed from the spinoff of Intel and SK Hynix's solid-state hard drive business, faced the challenge of entering a highly commoditized market. Their goal was to disrupt the space and create a new, distinctive brand that employees could rally around. The vendor VMLY&R was engaged to provide naming and branding services to meet this challenge.

VMLY&R developed the name "Solidigm" by combining "solid-state" and "paradigm." They created a comprehensive brand identity system focused on establishing category credibility through a tech-forward design and distinction through color. A key element was an icon that evokes both the form factor of storage devices and the interlocking hands of partnership, which became a central symbol for the company. The result was a globally distinctive and powerful trademark for the new venture.

Solidigm