Logitech, the Switzerland HQed computer peripheral manufacturer, has announced, what is perhaps the biggest brand revamp campaign in its over two decade old history. The outcome ? Well, it isn’t Logitech anymore, its just “Logi”.
The announcement was made in a blog post which called this rebranding the “the biggest brand transformation in Logitech’s history” based on a “renewed dedicated focus on design at the core of everything”, from products to brand identity to create amazing experiences in the everyday life of customers.
Logitech Logi has roped in the former Nokia design chief, Alastair Curtis as its first Chief Design Officer to spearhead the new philosophy of Logi brand.
We’ve built a world-class design team, led by chief designer Alastair Curtis. We’re putting design 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.
said Bracken Darrell, Logitech president and CEO.
The new Logi brand comes with a new logo designed by Rodrigo Castaneda, head of brand experience for the company, who was charged with creating a “simple, confident and iconic” logo. Castaneda worked in tandem with DesignStudio, a brand and design agency based in the U.K that is also responsible for the Airbnb logo (which sparked a controversy last year due to its probably intentional double meaning design).
The Logi logo is “as close as you can get to a symbol with letter forms. It’s quite abstract, but it’s typographically correct,” Castaneda said. “We had a lot of debate about the ear of the ‘G.’ There was a temptation to make it be a tangent with the circle, but that wouldn’t make the ‘G’ typographically correct, so we also want to be respectful of the letter form.”
Alastair Curtis, chief design officer at Logitech, added:
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. A company transformation of this magnitude should come with an equally bold transformation of its brand.
This renewed focus on embedding design in its core philosophy is quite on the lines of companies like Apple, Nike and the Logi team does not shy away from the comparison.
We want Logi to be mentioned in the same guise as Apple and Nike and like all those other companies,
said Mr. Curtis.
I think our ambition is to put Logitech and Logi in the same space. It’s a lofty goal and we know it’s super ambitious, but I think we have the ability over the next five years to change people’s perceptions of what Logi is.
Logitech, founded in 1981 is massively popular among users all over the world, specially in the gaming and computing market, largely due to its top-notch PC peripherals line of products. Hell yeah, every peripheral I own right now, be it my mice, my console or my iPad keyboard, all belong to Logitech. With a brand new identity, the new Logi has also indicated towards few surprises in the new product categories.
Surprisingly though, Logitech has no extensive ad campaigns planned to launch their biggest ever rebranding effort hoping to boost the company’s image by design-led image and advertising primarily through social media and point-of-sale displays with retail partners like Wal-Mart and Best Buy.