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Logitech Rebrands To 'Logi'

8 July 2015, 1:30 pm EDT By Fergal Gallagher Tech Times
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Logitech is rebranding with a new name and logo. The new Logi range promises to move beyond computer peripherals into lifestyle consumer products.  ( Logitech )

Logitech definitely feels like a brand associated with web 1.0. You likely have a few wired Logitech mice in a cupboard somewhere and probably spent some time cleaning dust out of the rollerball on one of their peripherals.

It's understandable then that the company is changing it's new product range name to Logi, a snappier brand for a new era. There also are new logos for the company name Logitech and the new 'Logi' range of products.

(Photo : Logitech)

Logitech is still a market leader in computer accessories, producing everything from mice and keyboards to webcams and speakers. As part of the rebranding, Logitech says it's crafting a portfolio of products that go beyond PC peripherals to products that have a place in every aspect of your daily life.

"We're putting design at the center of everything we do" said Logitech CEO Bracken Darrell. "Design to us is the combination of advanced technology, business strategy and consumer insights. Our products have come a long way, and now it's time to bring the brand forward, too."

(Photo : Logitech)

Darrell has been transforming the company since he joined in 2012. He hired Alastair Curtis, formerly of Nokia, as Logitech's first chief design officer and allowed him build a team to work on everything from products to user interfaces and now branding. Logitech, which already sells more computer mice than anyone else, has invested heavily in Bluetooth speakers, teleconferencing systems and tablet accessories. Other products include earphones, gaming controllers and video security cameras, but some 'Logi' products to be released over the next year promise to push the brand more into the lifestyle market.

The rebranding is in line with the company's new line of brighter, more fun looking products such as a line of mice featuring colorful animal prints. "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," said Alastair Curtis.

The new logo was created in tandem with the U.K. based DesignStudio agency which was responsible for the Airbnb logo. 'Logi' products will be hitting shelves as early as next week and a new rebranded website is expected in September. It's the first name change since Logitech was founded in 1981 in Apples, Switzerland. Logitech International trades on the SIX Swiss stock exchange as LOGN and the Nasdaq where it's four-letter market code is LOGI.

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