Logitech is ready for a major brand change, announcing a new label called Logi and a new logo with bold colors.

The company says it's been working for a while now to change things behind the scenes, and it's now showing off its work. According to Logitech, this is the "biggest brand transformation" in its history.

"Meet the new Logitech, a company you know and trust, but now with a colorful new attitude and re-imagined logo you'll love. And, meet Logi—our new label," the company touted on Wednesday, July 8, in a new announcement on its blog.

Logitech remains committed to developing high-quality peripherals, but now it also has a new focus on design. The company even hired its very first design chief officer, Alastair Curtis.

As a reminder, Curtis also worked as a design chief for Nokia, which may explain the bold color choice for the new Logi logo.

"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," Curtis further stated in a company press release. "A company transformation of this magnitude should come with an equally bold transformation of its brand."

The new name Logi will start to appear more frequently, and the bold and colorful label will be visible on the company's new product categories. Moreover, the first Logi product will launch shortly, and consumers can also expect some surprises and new categories. For now, the company posted a Logi product teaser (see image above).

Despite the new Logi label, however, Logitech will continue to be the proper name for the company, at least for now. At the same time, Logitech's core business will remain unchanged, delivering PC peripherals, gaming accessories and audio gear. The new Logi brand, meanwhile, will grace more futuristic or experimental products and new categories.

Logitech's website will also reflect this new design approach, boasting bold colors combined with simple designs. Over the coming year, the company will push the same design guidelines to its social media, in-store displays, and packaging, aiming to bring "new life to its brand identity."

It remains unclear for now just what new products will be part of the new Logi brand, but more information should become available soon. In the meantime, check out the colorful Logitech Brand Video below.


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