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.


“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.


Selfie-mad Meitu phones are now made by Xiaomi, may be sold globally

Meitu, a Chinese brand best known for its selfie and beautification software, has handed over its smartphone business to Xiaomi. The company now has the global license to produce phones using the Meitu name.

Barnes & Noble’s new Nook tablet now has its own keyboard cover and dock

Barnes & Noble recently launched its largest mobile device to date, the Nook Tablet 10.1. Now the company has released a couple of accessories designed exclusively for the new Nook: A keyboard cover and a charging dock.

T-Mobile's new Revvl 2, Revvl 2 Plus are now available for purchase

Last year, T-Mobile launched its own line of branded smartphones. As a follow-up to their predecessors, the carrier has unveiled the Revvl 2 and Revvl 2 Plus -- complete with a sleeker design. Here's everything you need to know.
Home Theater

Looking for a podcast? Pandora’s Podcast Genome Project is just the ticket

Pandora has created a brand new service for podcast listeners. Powered by calls the Podcast Genome Project, the new podcast offering uses an advanced combination of algorithms and human curation to deliver the perfect podcasts for you.

Microsoft drops Surface Go price to $350 for Black Friday week

The Microsoft Surface Go convertible tablet has seen a large price drop this Black Friday sales season, lowering the base model to $350 and even the upgraded ones have seen $50 knocked off of their asking price.

The Best Black Friday Deals from Best Buy in 2018

We've been hard at work assembling all the best Black Friday deals Best Buy offers in 2018 and putting them in one place to save you time and money this holiday season. From laptops to TVs, game consoles to smart speakers and much more…

Razer takes up to $500 off of its Blade gaming laptops for Black Friday

If you're a fan of Razer's understated aesthetics that earned the Blade comparisons with Apple's laptops, you can score some big savings on Black Friday, as Razer is offering up to $500 discounts off of its gaming notebooks.

Detangle your desk with a mighty wireless mouse. Here are our six favorites

If you're looking for the best wireless mouse on the market, we've got the list for you!. These six models have something for everyone, whether you're a hardcore gamer or simply looking to ward off carpal tunnel.

Reluctant to give your email address away? Here's how to make a disposable one

Want to sign up for a service without the risk of flooding your inbox with copious amounts of spam and unwanted email? You might want to consider using disposable email addresses via one of these handy services.
Buying Guides

Solid-state drives are speedier than hard disk drives. Are they worth it?

As the price of solid-state drives comes down, it's reached a point where it's hard to recommend a system without at least a hybrid solution. In the battle of SSD vs. HDD, a clear winner has emerged.

Service restored after glitch locks out Microsoft Office 365 business users

Microsoft reported that a problem with its system caused some users to be locked out of their accounts. Because the multifactor authentication system went down globally, some Office 365 and Azure users were unable to log in.

Need a free alternative to Adobe Illustrator? Here are our favorites

Photoshop and other commercial tools can be expensive, but drawing software doesn't need to be. This list of the best free drawing software is just as powerful as some of the more expensive offerings.

The best Walmart Black Friday deals in 2018

Walmart has historically been the undisputed king of Black Friday deals. The mega-store is known for offering deals on products in almost every category, from smart TVs to children’s toys. We're combing through every deal as it is…

Want to game on your Chromebook? Here's where to start

Chromebooks aren't great for gaming, but there are a few titles that most machines can run. There's a surprisingly diverse crowd that includes role-playing games, action side-scrollers, and puzzlers.