Logitech rebrands, plans 'Logi' product launches

July 8, 2015 // 12:10 p.m.

Tags: #alastair-curtis #bracken-darrell #logi #logitech #looitech #peripherals

Peripherals giant Logitech has gone under the rebranding knife, coming out the otherside with a strange new logo and an the loss of 'tech' for its future products: meet Logi.

Founded in Switzerland in 1981, Logitech's success started with one of the first mass-marketed computer mice around, and has since branched out into everything from trackballs and keyboards to gamepads, speakers, universal remote controls, webcams, and even security cameras. Since 2013, though, the company has apparently been working in secret to rebrand itself, and the result is a new logo - which, at first glance, appears to read 'Looitech' - and the news that future products will simply be labelled 'Logi.'

'We've been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences,' crowed Bracken Darrell, Logitech president and chief executive, at the announcement. 'We've built a world-class design team, led by chief designer Alastair Curtis. We're putting Design [sic] at the centre of everything we do. Our approach to Design goes beyond the classic definition. 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.'

The Logi brand, the company has explained, will be found on 'select products in existing categories,' while the company has promised to launch new product categories in the near future. No details of these products have, however, yet been announced.
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