Logitech rebrands to ‘Logi’, brings in fearless colors to its products

Logitech, the company most of us know for its black and grey computer peripherals, is now renaming and rebranding itself, by adding a lot of style and color to its products. Logitech is dropping the ‘eye’ from its logo and the ‘tech’ from its brand name, and is now called ‘Logi’.

On being asked what triggered the idea for rebranding, Managing Director, ASEAN & India Region and Vice President, Moninder Jain answered that “in a brand recognition survey, we found out that most people do not understand what the Logitech logo is all about, they did not recognise the ‘eye’ element of the logo, so we decided to drop it. Then, considering the current demographics, we gathered that only 25 per cent of the consumers thought of Logitech as cool and happening. So we decided that we will not lose our current core audience, but this is also an opportunity to appeal to a larger number of consumers.”

“Therefore, we made some changes in the Logitech logo and put in seven new colors to give it more appeal. Now Logi stands for youthful, simples, confident and vibrant.” Explaining the third big alteration, that is dropping ‘tech’ from the brand name, Moninder Jain said, “When Logitech was established, tech was still a new thing, but now tech is omnipresent, and it is redundant to use the word anymore.”

Logitech has taken a big leap towards the top of the electronics market with its introduction of some innovative looking peripheral products. In a recent, Logitech unveiled the Logitech Bluetooth Multi-Device Keyboard K480, the first desk keyboard designed for use with up to three devices, regardless of computing platform. Along with that, it also launched its global flagship UE Boom Bluetooth speakers, which allow you to connect two speaker to your device in a go.

They also announced the launch of the Bluetooth speakers UE Roll, which will soon be launched in India. In the gaming front, Logitech will soon be rolling out its first mechanical keyboard in India, the G 310. Along with that they will also be launching a Bluetooth-enabled gaming mice, the MX Anywhere, which is a track-on glass mouse.

Traditionally, these aren’t the products one expects from Logitech, but the rebranding has made considerable and effective change in the user-interface of the brand and its product. Black and silver are no longer the mainstays for the company, and we are loving its vibrant and fearless colors!