Elephant Memory Systems

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.

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.

Dennison tried to compete in the corporate market by developing a brand of the Elephant diskette called "Silver."

A television commercial was filmed in New York City featuring stampeding elephants to announce this new premium line.