Wednesday, 08 July 2015 20:00

VIDEO: Logitech shows off logo tech with new logo Featured

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A brand new Logitech has emerged from the cocoon of the old, boasting of being a company with design at its core that promises delivery of amazing experiences.

Logitech. It’s a company that has NEVER been dodgytech, stodgytech, or bodgytech, even if my creative mind, which oftentimes operates at warp (or is that warped) speed, conjures up these silly rhymes.

The company is billing the new logo as part of ‘its biggest brand transformation in its history,’ building on its ‘heritage as a technology company’ with design at its core.

Seeking to extend beyond its traditional portfolio of mice, keyboards and speakers, Logitech says it is now ‘crafting a portfolio of products that go beyond PC peripherals, to products that have a place in every aspect of your daily life.’

Boasting a ‘colourful new attitude’ alongside its redesigned logo, Logitech has also unveiled a new brand name for these new product categories, which is ‘Logi’.

The company says that, as part of the brand reinvention ‘you will begin to see the name Logi on select products in existing categories, and expect some twists and a few surprises in new categories.’

Logitech even advises us all to ‘Get ready – the first Logi product is around the corner!’.

I guess it sounds logical for Logitech to come up a brand name for its hippest new products that riffs off the one it already has, although seeing as Logitech doesn’t make television programs in Australia, nor has any Australian TV presenters, it appears impossible for Logi products to ever win a Logie.

Logitech’s brand refresh isn’t just something the company cooked up on a flight between Sydney and Canberra on the back of a napkin either, as two of Australia’s politicians once did in the creation of an idea for Australia’s embarrassingly outdated and oft-delayed National Broadband Network project - something Logitech has had nothing to do with.

Indeed, if only Logitech HAD been a part of the NBN - it probably would have been finished by now, operating at twice the speed, available at an affordable price, and splashing across your screen in bold nyan rainbow cat colours - but sadly this is only the case in fictional parallel universe number 7320, and not in the one in which you’re reading this article.

No, it has been working on the change since 2013, with its newest product range for the rest of 2015 said to be ‘an outward expression of these changes,’ with the changes yet to be fully implemented.

Logitech says to ‘expect bold colours and simple designs to make their mark across Logitech.com, social media, on packaging and in-store displays over the coming year.’

The company issued a blog post about the change which you can read about here.

Bracken Darrell, Logitech’s President and CEO said: “We’ve been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences.

“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.”

Alastair Curtis, Logitech’s Chief Design Officer said: “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.”

Here’s Logitech’s new brand video showcasing the new logo and company attitude:


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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