Elephant Memory Systems
Elephant Memory Systems was a popular brand of floppy disk media produced by Leading Edge in the 1980s. The name for the product was suggested by Ray Welch to company owner Michael Shane because of the common folk wisdom that an elephant never forgets.
The brand was originally devised as an inexpensive, mass-market product. Its imposing pachyderm logo, designed by Rollin Binzer was often paired with bright orange or yellow and black packaging, which was in stark contrast of the more conservative silvers and blues used by competitors like IBM. Shane's advisers feared this would undermine the credibility of the product. However, Elephant eventually became viewed as a premium product, becoming the highest-margin floppy on the market and the best-selling diskette in history.
Leading Edge was acquired in 1989 by Daewoo[1], one of its hardware suppliers, after filing for Chapter 11 bankruptcy.
References
Welch, Ray (Nov 25, 2002). Copywriter : A Life of Making Ads and Other Mistakes. Hot House Press. ISBN 0-9700-4764-9.
External links
- An excerpt from Ray Welch's book
- Promotional booklet from Elephant Memory Systems
- Gallery of graphics from Elephant Memory Systems
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