Logitech Launches Logi Brand – Aimed At Design-Focused and Lifestyle Products

Logitech and its recently-hired chief design officer are overhauling its brand, the company announced today. Over the years, Logitech built its name on PC mice and keyboards, then expanded to produce a wide range of tech accessories. Now, the company is unveiling a new attitude and a new label: Logi.

Logitech Logi Label

“On top of a colorful and bold new look, you’ll start to see and hear the name Logi,” a Logitech spokesperson wrote in a blog post. “The Logi label will appear on our newest product categories, and expect some twists and a few surprises in new categories. (Get ready – the first Logi product is around the corner!)”

Logitech’s move to become a design company has been in the works for many months, but the company has largely kept its efforts behind the scenes. After bringing on Alastair Curtis, who previously headed up design at Nokia, the company has begun changing from an engineer-centric firm to one that has a better appreciation for design. This has resulted in new floor plans for Logitech offices and new product designs, the first of which Logitech expects to be releasing soon. “We’ve put design at the core of everything we do and everything we are, from our products to our brand identity,” the company posted.

The Logitech Proteus Core Gaming Mouse

In the meantime, Logitech is teasing fans with the new Logi label, which we’ll be seeing on forthcoming Logitech products. Although changing the branding for most of its consumer products makes sense, it will be interesting to see whether Logitech extends the new brand to its PC gaming accessories, which already have distinct branding.