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Logitech unveils a new logo design and Logi sub-brand to reflect its ‘re-invention’

Logitech, the storied Swiss maker of computer, tablet, and A/V accessories, is launching a new identity that the company says reflects a renewed focus on design. Along with a more colorful and curvy new logo, Logitech unveiled a sub-brand, Logi, that’ll “start to define new categories and new business spaces” for the company of the future, Chief Design Officer Alastair Curtis told The Verge.

The new brand is the public expression of what Logitech is internally dubbing a “reinvention.” The company says it’s restructured its product development top-to-bottom with the goal of placing design at its core. “Our approach to design goes beyond the classic definition,” said Bracken Darrell, Logitech president and CEO, in a press release. “Design to us is the combination of advanced technology, business strategy and consumer insights.”

Curtis, who formerly headed design at Nokia before joining Logitech two years ago, told The Verge he’s recruited designers from Nokia, Nike, Samsung, BlackBerry, and other firms to revamp the Logitech product experience. He’s brought the once disparate steps of industrial design, packaging, the retail experience, and software under a single roof, and under the Logi umbrella will tackle products aimed at emerging spaces — the Internet of things, automotive, and home automation, to start.

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“We’ve been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences,” said Darrell. “We’re putting design at the center of everything we do. Our products have come a long way, and now it’s time to bring the brand forward too.” The changes won’t manifest right away — Logitech’s core business will remain PC peripherals and audio equipment — but the company is entertaining a complete transition to the Logi brand “over the next two to three years,” Curtis said.

Related: Logitech saved the Harmony remote in the 11th hour; so what’s next

Logitech’s rebranding follows years of setbacks for the company. In 2013, it nearly undertook the drastic step of divesting its Harmony universal remote, console gaming peripheral, and speaker divisions, to combat growing losses. (It later decided against the move.) And just last quarter, Logitech reported a 33 percent decline in year-on-year profits last quarter on lower-than-expected demand for its audio and gaming accessories.

Logitech desperately needs a hit. Even if a new design team isn’t enough to produce one, though, higher-quality products can do nothing but bolster the company’s new brand.