Logitech to rebrand as Logi, dropping tech from its name

Logitech logoPeripheral manufacturer Logitech isnt going to be called "Logitech" anymore. As of now, the company is embracing a brand change to "Logi"or "logi," in all lowercase, according to the logo images it has published.

The announcement was made today, though Logitech invited a number of tech publications to the companys design studio in Ireland for an advance briefing (in keeping with our policy to not accept compensation for coverageincluding travel and accommodationsArs turned down the junket invite).

However, the messaging around the change is coming across as somewhat muddled. Some outlets are reporting that the company is actually changing its name, whereas the official press release continues to refer to the company as "Logitech" and merely states that "Logi" is "a new label for [its] latest product categories."

New Logi logo

Speaking at the launch event, Logitech company representatives explained that the "Logi" brand will be used for "future-facing stuff," and consumers will soon see it begin to appear in striking colors on new Logitech products, especially in the "Internet of Things" categories (which in this context realistically means small connected devices). The full "Logitech" branding will continue to stick around for more established legacy products, like keyboards and mice.

Old Logitech logo

"Logitech has undergone huge changes, so weve created an identity that is an expression of who we are today and who we will be moving forward," Logitech Chief Design Officer Alastair Curtis said in a press release.

Logitech has already taken steps to claim its new identity with logi.com redirecting to Logitechs homepage. However, the @logi twitter handle at least for now remains under the control of a Berliner named "Pat."

Source: Ars Technica

Tags: Logitech

Add comment

Your name:
Sign in with:
Your comment:

Enter code:

E-mail (not required)
E-mail will not be disclosed to the third party

Lucia#10 0
If my problem was a Death Star, this article is a photon tordpeo.

Last news

Google is expanding the Pixel 3s eSIM support to a few new countries
They are teaming up to create a digital identity solution to help protect consumers across the shopping
Qualcomm Technologies has shown on the path to commercialization of 5G
The move would further cement the desktop browser monoculture
The new OLEDs will be on display at CES 2019 in Las Vegas early next year
You can use a security key instead of having a code sent to your phone
Google's other mobile SDK is deemed ready for prime time
A new security protocol replacing the aging WPA2
The Samsung Galaxy A5 (2017) Review
The evolution of the successful smartphone, now with a waterproof body and USB Type-C
February 7, 2017 /
Samsung Galaxy TabPro S - a tablet with the Windows-keyboard
The first Windows-tablet with the 12-inch display Super AMOLED
June 7, 2016 /
Keyboards for iOS
Ten iOS keyboards review
July 18, 2015 /
Samsung E1200 Mobile Phone Review
A cheap phone with a good screen
March 8, 2015 / 4
Creative Sound Blaster Z sound card review
Good sound for those who are not satisfied with the onboard solution
September 25, 2014 / 2
Samsung Galaxy Gear: Smartwatch at High Price
The first smartwatch from Samsung - almost a smartphone with a small body
December 19, 2013 /

News Archive



Do you use microSD card with your phone?
or leave your own version in comments (11)