Skip to main content

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.

logitech
Image used with permission by copyright holder

“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.

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.

Editors' Recommendations

Kyle Wiggers
Former Digital Trends Contributor
Kyle Wiggers is a writer, Web designer, and podcaster with an acute interest in all things tech. When not reviewing gadgets…
The Razer Blade 15 gaming laptop with RTX 4070 is $1,000 cheaper today
Razer Blade 15 lifestyle image on desk

If you’re looking for great gaming laptop deals, check out what Razer has to offer. Right now you can buy the Razer Blade 15 with some great hardware, all for $1,800 instead of $2,800. The $1,000 discount is unlikely to stick around for very long, so we’re here to take a quick look at what it offers before you commit to the buy button below.

Why you should buy the Razer Blade 15
Razer is one of the best gaming laptop brands out there, sort of the MacBook of gaming laptops because of their stylish design and speedy hardware. Even the keyboard is great, and the Razer Blade 15 has a massive trackpad which is great for portable gaming. That means Razer laptops can be expensive, but that’s less of an issue when they’re on sale.

Read more
Google’s new AI generates audio soundtracks from pixels
An AI generated wolf howling

Deep Mind showed off the latest results from its generative AI video-to-audio research on Tuesday. It's a novel system that combines what it sees on-screen with the user's written prompt to create synced audio soundscapes for a given video clip.

The V2A AI can be paired with vide -generation models like Veo, Deep Mind's generative audio team wrote in a blog post, and can create soundtracks, sound effects, and even dialogue for the on-screen action. What's more, Deep Mind claims that its new system can generate "an unlimited number of soundtracks for any video input" by tuning the model with positive and negative prompts that encourage or discourage the use of a particular sound, respectively.

Read more
The Vision Pro 2 may already be dead
Apple Vision Pro

According to reports from The Information, Apple is working on a cheaper non-Pro version of the Vision Pro headset -- and hitting pause on the development of the next high-end model. These rumors come from people involved with the supply chain and manufacturing of the Vision Pro, who claim that Apple has told at least one supplier that it's stopping work on the next Vision Pro.

Just like any other Apple product with "Pro" in its name, the Vision Pro was always meant to be part of a lineup of multiple models, so it's not too much of a surprise that a cheaper model is in the works. What is surprising, however, is that there may not be a second generation of the Vision Pro released alongside it -- at least not anytime soon.

Read more