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Logitech Transforming Brand With Name Change And Product Focus
The Swiss maker of electronic accessories and peripheral devices is about to undergo a sweeping series of changes to both its branding and marketing strategy, and is looking to compete in product categories that extend beyond the PC peripherals that has been the mainstay for the company since its inception in 1981.
As “Lifestyle” products and apps have been taking over the tech marketplace, Logitech recognizes the importance and profitability of transforming their brand to appeal to a mass market of younger technology users. Logitech is expected to change the branding of many of their current and upcoming products to the shortened Logi, incorporating more vibrant colors and new design concepts.
“We’ve built a world-class design team, led by chief designer Alastair Curtis. We’re putting design at the center 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.”
Logitech will also be developing interactive products to coincide with technology that is simple, useful, and always available at our fingertips.
Alastair Curtis, Chief Design Officer at Logitech states,“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.”
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