Logitech makes a range of PC accessories including mice, keyboards, speakers, headsets, webcams, and more. But soon some of those products will ship without the Logitech brand name. Instead they’ll have a new logo: Logi.

logi logo

 

The company isn’t actually changing its name. It’s still Logitech. And Logitech isn’t under new ownership: the company hasn’t been sold or anything.

But according to a press release announcing the new logo, “Logitech has been working behind the scenes on reinventing the company” since 2013, and apparently this is part of what Logitech has come up with as “an outward expression of those changes.”

In other words… the new logo is part of a new focus on design. It’s shorter, features a more modern font, I guess, and the logo should be easier to slap on small products since it has less letters… or something.

A spokesperson also told Gizmodo that the “tech” part of the name doesnt’ mean as much these days as it did 30 years ago, since tech is in everything.

 

 

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11 replies on “Logitech becomes Logi… kind of”

  1. The cost of our young millennials. The dumbest and least STEM oriented generation mankind has spawned since the dark ages (per testing records). So spoiled by the communications age the underlying systems mean nothing to them, not even specs or performance do! Only the brand matters, or to a lesser extent the image a device carries. Consumer whores to the bitter end. Who cares if it works, so long as it looks pretty doing it.

    1. I use to be more concerned that the generation that grew up with technology would quickly supplant me until I realized that the majority of them don’t have a clue how most technology actually works because they never had the opportunity to build a computer from a box of parts. Granted, some of them are tech geniuses, but on average, they aren’t any more tech competent than previous generations, unless it’s generating lots of useless content on facebook and instagram. :-X

  2. I agree with the change. You can’t capture the young market if your brand image is outdated. Tech brand image isn’t like watches (Rolex) or luxury cars (Bentley) – it doesn’t get better with age.

  3. What an awful idea. One of the major things that shifted their projects was their image of a solid old tech company. Now after a quick chat with some fast talking brand guru they have decided to ditch their name and end up sounding like a cheap chinese OEM brand. They must have someone the calibur of Leo Apotheker or Steve Ballmer in charge. 🙂

    1. You sound like my old man. The 5 year-old Motorola flip phone he’s still is a solid old tech, he says.

      1. It is. Bet the battery lasts for days…….. Personally I still use my solid old Note 2. User replaceable battery certainly extends its life. These new fangled phones with glued in batteries… Aint cricket I tell you…

      2. Those old Moto phones (and ones even older) never wore out, they just became obsolete.

  4. Its a awful name it sounds cheap to me. I wish they focus their energy in innovation again… No new webcams in years. No USB 3.0/3.1 products. No software updates since 2012…

  5. “Logi” is as far as you can get before the product they made that you are using to type their name breaks.

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