Meet Logi, Logitech s new, bold and colorful corporate identity.
Described as the biggest brand tranformation in its history, Logitech says the dropping of the tech represents a new corporate attitude that emphasizes design and products beyond the PC-peripheral market. The longtime maker of PC peripherals has hired its first chief design officer, Alastair Curtis, former lead designer at Nokia, and the company says it has made design a top priority.
We ve been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences, Bracken Darrell, Logitech president and CEO, said in a statement. We ve built a world-class design team, led by chief designer Alastair Curtis. We re putting Design at the center of everything we do. Our approach to Design goes beyond the classic definition. Design to us is the combination of advanced technology, business strategy and consumer insights. Our products have come a long way, and now it s time to bring the brand forward too.
This shift began with when Darrell assumed the role of CEO in 2013 and has since been turning Logitech into a more design-forward company, SiliconBeat was told. This emphasis on design will go beyond PC products, perhaps into the Internet of Things, as Logitech says it will unveil products with twists and a few surprises in new categories that have a place in every aspect of your everyday life in the future.
Logitech says not every product will bear the Logi brand, but the new brand, accompanied with a new logo and marketing with simple designs and bold colors, will be moving away from Logitech s antiquated roots.
The word tech on products in the future will be irrelevant, in the future every brand from tires to jeans will have some kind of technology in it, Darrell told the Wall Street Journal.
The previous logo was one that reflected Logitech as the PC peripherals brand on the market, a Logitech official told SiliconBeat. We are now a lot more than a PC peripherals company… In the future we will launch more lines of products too. We want to make sure the logo is in step with the changes happening in the company.
At top: The new Logi logo. (Logitech photo)
