The SD Association (formerly SD Card Association) is the organization that creates global standards
for the SD Card format (conceived by Panasonic, Toshiba and Sandisk). Much like a Compact Flash Card
or a Sony Memory Stick, an SD Card is a very small storage device that can be used with multiple
consumer electronic devices. In addition to its storage function, the SD Card format extends to
include hardware add-ons that expand the capabilities of such devices�miniature digital cameras
connected to PDAs, for example.
As the Winter 2002 Consumer Electronics Show approached, the SD Association bought prominent
advertising space in the showguide that was handed out to all attendants.
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The resulting two-page
spread was conceived and designed by vFive. It highlighted the features of the format, while
simulating the characteristic geometry of the SD Card.
A similar approach (in concept and style) was used for the re-design of the SD Association
identity�which was in a process of transition and formalization. With an interest in maintaining
the integrity of the new identity, vFive was also comissioned to create a media kit and to design
and distribute the monthly SD Association email newsletter.
