Elephant Memory Systems (EMS) 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, eventually becoming one of the highest-margin floppies on the market and one of the best-selling media brands in history.
