Logitech Stamps Company Overhaul With New Company Logo, 'Logi' Label

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Logitech is stirring things up with a new brand and logo.

Logitech announced a change to its identity, by changing both its company logo and introducing a new label, "Logi."

The change in the logo is fairly straightforward, following the simplification that many companies are doing with their logos these days. The new theme is more colorful, with bright neon shades. The new Logi branding is for some of the company's new product categories, which it has yet to introduce.

"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," said Alastair Curtis, chief design officer at Logitech.

Logitech has made progress over the past two years. The company said that it had been working on remaking itself since 2013, and its efforts have been apparent, especially in the gaming department. Back when I visited the Logitech G testing facility in Lausanne, Switzerland, Logitech representatives admitted that they had dropped the ball in the gaming peripherals business for a while. With Logitech G, the company aimed to get back on track in the enthusiast community, and from what we can see, they've done a fine job at it. This update to the company's profile appears to be a continuation of that effort.

Over the next few weeks, Logitech will be rolling out its new logo and theme across its website, social media platforms and products. The company also indicated that the first "Logi" product is around the corner, so we're curious to see what it will be.

Follow Niels Broekhuijsen@NBroekhuijsen. Follow us @tomshardware, on Facebook and on Google+.

Niels Broekhuijsen
Niels Broekhuijsen

Niels Broekhuijsen is a Contributing Writer for Tom's Hardware US. He reviews cases, water cooling and pc builds.

22 Comments Comment from the forums
  • Larry Litmanen
    In all these years of buying tech products i have had exactly 1 bad Logitech producs, some cheap earbuds that they don't make anymore.

    The rest has been amazing. Typing this on a Logitech K360 and will click Add Your Comment with a MX mouse.

    Logitech is not as sexy as Razer or other gaming companies but it does make a better product, and that is not to say that Razer makes bad stuff. I love Razer too.
    Reply
  • ubercake
    Changing brand identity is tricky.

    So is it now pronounced 'Low-gee' or 'Lah-gee' or 'Low-jee' or 'Lah-jee'?
    Reply
  • 3ogdy
    BIG MISTAKE. Logitech was a perfectly fine name, the logo was perfectly fine.
    It seems everyone gets infected with this idiotic Microshit virus and they start oversimplifying things....I really hope Logitech doesn't end up oversimplifying things the way Microsoft does - BY REMOVING ACTUAL FUNCTIONALITY or BY DUMBING DOWN the design. Enough with downgrading!

    They had the z5500s - they downgraded those to z680s - by removing functionality.
    They had amazing design - they had to break that one too.

    Logitech diNovo Edge - nowhere to be found anymore, despite its extremely modern design.
    Logitech G15s, G19s are nowhere to be found on their website anymore. The G510S is the only keyboard they've got left with a screen, which unfortunately also features too many G buttons.

    Do I need to mention the fact their headphones are made of lower quality materials nowadays?

    Did I mention they (Logitech) are down to dirty tricks by advertising speaker power their peak output as if it was RMS?
    Back in the day you'd buy a Z4, an X-540 or a Z5450 and you'd know what you were getting. Now you get them and have to expect half the actual power. Cheap tricks used by cheap manufacturers such as Genius, Speed, Altec Lansing and such.

    It's all about the price - not about the price/quality balance anymore. I hope they bleed cash until they realize they need to go back.
    Basically, their name, logo and quality was the only thing they still had going for them...and BAM...two of those things disappear. Sad. Very sad day for a Logitech fan.
    Reply
  • 2Be_or_Not2Be
    Changing brand identity is tricky.

    So is it now pronounced 'Low-gee' or 'Lah-gee' or 'Low-jee' or 'Lah-jee'?

    How about "loog-ey"? Try hawking on that for a while... ;)
    Reply
  • Kunschner
    As a satisfied logitech peripheral user, G430 Headset, G13 Gamepad, G502 Proteus Core Mouse, and soon enough their G710 Blue Keyboard; I hope they don't forget about their G series, and the gamer market. Or as 3ogdy said, over-simplify everything to the point of minimal functionality.
    Reply
  • dstarr3
    We really can't afford Logitech going for style over quality. They're the only company that consistently makes good peripherals.
    Reply
  • RedJaron
    That video needs an epilepsy warning. Good night that was painful to watch.
    Reply
  • Onus
    Change to improve is one thing, and is good. Change for the sake of change, perhaps to encourage people to part with their money, is a waste of money and effort. Unless any product changes are clear improvements, I hope this bites them, HARD.
    Reply
  • eklipz330
    In all these years of buying tech products i have had exactly 1 bad Logitech producs, some cheap earbuds that they don't make anymore.

    The rest has been amazing. Typing this on a Logitech K360 and will click Add Your Comment with a MX mouse.

    Logitech is not as sexy as Razer or other gaming companies but it does make a better product, and that is not to say that Razer makes bad stuff. I love Razer too.
    BIG MISTAKE. Logitech was a perfectly fine name, the logo was perfectly fine.
    It seems everyone gets infected with this idiotic Microshit virus and they start oversimplifying things....I really hope Logitech doesn't end up oversimplifying things the way Microsoft does - BY REMOVING ACTUAL FUNCTIONALITY or BY DUMBING DOWN the design. Enough with downgrading!

    They had the z5500s - they downgraded those to z680s - by removing functionality.
    They had amazing design - they had to break that one too.
    Basically, their name, logo and quality was the only thing they still had going for them...and BAM...two of those things disappear. Sad. Very sad day for a Logitech fan.
    minimalism is becoming disgustingly overused. i loved it 5-10 years ago, but mostly because it was another choice we had. now everyone has this lame shitty white logo on a solid color background, with a name that sounds "catchy" but looks like it came out of a hipster's trash can from williamsburg.
    Reply
  • Stevemeister
    They should have gone the whole hog and changed it to Yogi
    Reply