One of the leading global manufacturers of computer peripherals, Logitech is reinventing itself with a major brand redesign. In the process, the Swiss company is also giving birth to a new sub brand namely Logi. What was wrong with the tech part? You might want to ask. Well, Logitech as a brand name stays, with new typography along with a choice of bold new colors as a part of the brand redesign. Logi, on the other hand will operate as a sub-brand to define “new categories and new business spaces” in the words of Chief Design Office Alastair Curtis.
With its current range of popular products such as keyboards and mice, the move may sound a tad outrageous and excessive to many, but the company is citing its newfound philosophy for the transition. Technology is everywhere, and it should work quietly in the background while facilitating great experience for its users, without being too conspicuous – is the loosely bound thought the new sub brand is driven by.
A teaser image of an upcoming product under the Logi brand
So while for now, the company continues to be called Logitech, there is a possibility that ‘tech’ is dropped completely from its name, adopting Logi as the new brand identity in due course. The company will start introducing new products defining its new Logi brand. Thereon, after a period of a couple of years, the Swiss brand will decide on whether to transition completely into Logi or let the two brands represent different product categories. For now, the company’s new, hi-tech and experimental products which go beyond PC peripherals will bear the Logi branding.
[blockquote cite=”Logitech blog” type=”left”]The Logi label will appear on our newest product categories, and expect some twists and a few surprises in new categories. Get ready – the first Logi product is around the corner![/blockquote]
“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. A company transformation of this magnitude should come with an equally bold transformation of its brand.” said Alastair Curtis, chief design officer at Logitech.”
We can think ‘Internet of Things’ as a good way for the Logi brand to move forward, though this move of totally re-designing an established brand is a bold move to say the very least. Here’s the company’s official video for the brand redesign
