So, that crusty black mouse with the old school red laser light and the chunky, gray external camera sitting on top of that monitor (seriously, external webcam?) look really outdated by now. Likewise, Logitech also realized that–just like the products it became famous for–their brand needed a dire reintroduction.
Logitech decided to go the full nine yards. While most executive teams are hesitant to even change their company slogans, Logitech took an axe to the old logo (which looked somewhat like an eyeball exploding out of a gigantic contact lens) and even their name. The company formerly known as Logitech, will henceforth be known as Logi.
Logitech’s outgoing logo
The new identity certainly comes of as bright and friendly (even a bit playful)–a stark contrast to the washed-out brand known for odd teals and gradients galore.
While many companies rebrand just for the sake of it, this is seemingly the real deal for Logitech. According to CEO Bracken Darrell, his company needed a creative jumpstart. In order to turn Logitech into a design company, it needed to become Logi, a company known for its youthfulness and friendliness. Darrell provides some great insight into the rebranding in Wired.
However, in order to ensure the success of its rebranding effort, Logi needs to comprehensively apply its new branding. Thus far, besides a simple banner on logitech.com, the old branding remains. And while the new design and name are bold enough to stand out among the army of peripherals that still exist in decades-old cubicles, they’ll have to compete against trendy new brands that don’t have the baggage of an old identity.
And oddly enough, making such a sure name change, the new logo still has -tech appended to it. In fact, that’s the way the new brand has been introduced on the website and all its social networks. Nonetheless, these are wrinkles in the rollout campaign that Logi can iron out. At least the big leap has been taken and most of the world isn’t making Logitech apologize for a disastrous redesign.
Kudos to you, Logi. You could teach a bunch of old-fart competitors of yours a lesson.
Editor’s Note: The company plans to remain Logitech, but will release products under both the Logi and Logitech brand names. According to a Logitech spokesperson, “We are not changing the name of the company. However, the label Logi is set to be available in various product introductions moving forward, and the long-term vision is to transition the brand to Logi. The first products under the Logi label will be from areas of growth and innovation and new categories for the company.”
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