Logitech is a company that many PC users are familiar with. Since 2013, though, the company has apparently been working in secret to rebrand itself, and the result is a new logo – which, at first glance, appears to read “Looitech” – and the news that future products will simply be labelled ‘Logi.’. In short, Logitech is still making PC peripherals, gaming gear, and headphones (under the subsidiary Ultimate Ears brand), but it now also has a new Logi label to attach to its more experimental and futuristic projects.
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Boasting a “colourful new attitude” alongside its redesigned logo, Logitech has also unveiled a new brand name for these new product categories, which is “Logi”.
Logitech, the Swiss accessory manufacturer known for wireless keyboards, compuer speakers and the like, is launching a rebranding effort with new product categories sold under the shortened name, “Logi”.
Whereas previously Logitech might have done its design sequentially, meaning the industrial design, packaging, retail experience, and software were all done as separate steps, the new Logitech is going to design “the whole experience” of buying and owning one of its products as one.
“Building on its heritage as technology company, Logitech has placed design at its core”.
So, why create the Logi label, which ditches the “tech” part of the brand name? Well according to the company’s VP of brand development Charlotte Johs, it is because the tech is implied. “Tech is in the air you breathe, it’s in your clothes, in the future, “tech” doesn’t say anything”, she told Gizmodo.
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“We will accelerate our transformation of Logitech into a simpler, faster, growing company”, Bracken Darrell, president and CEO said in April of the numbers. It should fade into the background and allow human-friendly design to flourish and delight us. Alastair Curtis was in a past life Nokia’s chief design officer, between 2006 and 2009, though his career with the Finnish firm began all the way back in 1995. Our approach to Design goes beyond the classic definition. “Our products have come a long way, and now it’s time to bring the brand forward too”. “A company transformation of this magnitude should come with an equally bold transformation of its brand”.
