Logitech Goes Lowercase and Drops “Tech” in Rebrand to Logi

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Logi logo for Logitech products

Technology has become so ubiquitous that brands don’t even need to mention it anymore. Logitech, the PC peripheral maker, is transitioning to only using the “Logi” part of its name on new products going forward as it is now “crafting a portfolio of products that go beyond PC peripherals, to products that have a place in every aspect of your daily life,” according to a press release.

Logitech rebrand teaser

The Swiss provider of products for computers, tablets, gaming, audio, home entertainment and security has been working on the company’s refresh and redesign since 2013, CNET reports. Today it revealed its eventual “Logi” logo (say that three times quickly) along with the transitional lowercase logo intended to take customers there.

Logitech logo transition to Logi

“Logitech has undergone huge changes, so we’ve created an identity that is an expression of who we are today and who we will be moving forward,” said Alastair Curtis, chief design officer at Logitech, according to CNET. “A company transformation of this magnitude should come with an equally bold transformation of its brand.”

As a sign of the importance and scale of its rebrand, its video highlighting the new branding is also available in 20 other languages, from Chinese and Czech to Thai and Turkish.

As the company notes in a blog post, Curtis, who once headed up design at Nokia, is the company’s first chief design officer and is shifting the brand’s focus to the design part of his title: “Design for living, for working, for playing,” with colorful new products and a more modern look and feel.

The goal of the rebranding is to highlight that its “commitment to excellence in peripherals hasn’t changed,” but it is also “dedicating focus on design. … We’ve put design at the core of everything we do and everything we are, from our products to our brand identity.” The blog promises “a few twists” for what product categories the company is getting into, beyond its current drive to build a better mouse.

Logitech new logo 2015

In any event, the word “tech” has been deemed unnecessary. “Tech is everywhere,” Logitech’s VP of brand development Charlotte Johs told Gizmodo. “Tech is in the air you breathe… it’s in your clothes… in the future, ‘tech’ doesn’t say anything.”

In the meantime, the Logitech name will stick around — for a little while. For now, some products will feature the new lowercase “L” logi logo with “tech” stuck on the end of it while all new products will simply have “logi” printed on them.

Logitech Logi

As Under Consideration’s Brand New blog (which feels it’s all trying a bit too hard) notes, the design intent is to be more colorful, which it certainly is:

The new logo is flexible as a label for Logitech’s bright new product range… The Logi products of the future are designed for a more youthful audience. An audience that can now see themselves in the imagery we use. Our inspiration for colour came from the clothing people wear today — brighter, more vibrant — with a variety of colours too, rather than a reliance on the old approach of ‘one colour equals the brand.’

As for why not just rebrand directly to “logi” and drop the tech now instead of creating an interim logo that straddles the two brands, there is logi(c) to the strategy.

CEO Bracken Darrell shared his thinking with Wired: “If we look out five or ten years, it’s going to seem odd for a company to call itself ‘something-tech.’ There will be tech in your clothing, in your shoes, in your tires. To be ‘Logitech’ at that point will seem awfully 1980s.”

Darrell’s been pushing the company into the future since taking the helm in 2012 and turning around its declining profits. “Even then, we knew we needed to reinvent the brand,” he told Wired, which added, “First, though, he had to reinvent the products. Within two years, he shook up the product portfolio, shifting millions away from mice and investing heavily in new categories like speakers and tablet accessories. The rebrand is the culmination of his efforts.”

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