Logitech loses the tech with new Logi brand

8 Jul 2015 | Author: | No comments yet »

Logitech Rebrands To “Logi” To Sound More Like “Siri”.

ZURICH – Logitech International SA is rebooting its corporate identity as the company moves away from a reliance on computer peripherals to focus on products that piggyback on mobile computing popularized by Apple Inc. and Samsung Electronics Co.It’s also hired ex-Nokia design chief Alastair Curtis, its first Chief Design Officer, to put “design at the core” of its products for the first time. Logitech, based in Lausanne, Switzerland and Newark, Calif., will start using the term Logi on new products like tablet computer keyboards and cases which will be launched later this year.

We think having something called ‘tech’ is going to look 1980s pretty soon if it doesn’t already.” The rebranding, which was performed by Design Studios, is part of Darrell’s grand strategy for the company. The company, the world’s largest producer of computer mice, is unveiling the new brand after admitting its previous image seemed a little old fashioned. “To be Logitech in the future would seem awfully 1980s,” Logitech chief executive Bracken Darrell said in an interview. “We have entered new categories with non-PC peripherals and the old logo wasn’t as energized or as exciting as the products.” The move is the latest initiative undertaken by Mr. Net profit has nearly doubled in the 12 months to March 31 to $135 million while the company’s share price has risen roughly 20% in the last 12 months. And he took Logitech’s R&D budget—about $100 million that was mostly being spent on mice—and placed it into three growth categories he thought they could seriously compete: Bluetooth speakers, teleconferencing systems, and tablet accessories. Analysts have said Logitech lost its way in recent years, with products which no longer stood out from competitors, while the company was also slow to produce products for tablet computers.

Darrell hopes the rebrand will help Logitech increase sales and its ability to have higher prices for its products, although this ultimately depended upon the products being produced. Although Logitech International will remain the company’s official name, new products produced this year will feature the Logi branding, which was produced by London-based agency Design Studio. While we don’t yet know what these products will actually be—the team has alluded to clothing more than once, although it’s probably too early for that—the products will feature “fearless color,” since the brash finishes of the UE Boom have been welcomed by the mass market. Today, the company is making some very bold moves — a new logo, design philosophy and ‘Logi’ sub-brand. “Since 2013, Logitech has been working behind the scenes to reinvent the company, shaking things up culturally and through its product innovation. More from WSJ.D: And make sure to visit WSJ.D for all of our news, personal tech coverage, analysis and more, and add our XML feed to your favorite reader.

In fact, 30% of all sales of a recent Logitech enterprise teleconferencing system were in hot pink. “Is any tech product a tech product anymore, or is it really a consumer product?” Darrell asks. “That’s the orientation we’re taking to every product line.” Meanwhile, Curtis is quick to point out the practical merits of “Logi” over “Logitech.” Not only does it roll off the tongue with a quick two syllables like Nike, Apple, or Fedex, it’s half the letters to squeeze onto a device. Expect bold colors and simple designs to make their mark across Logitech.com, social media, on packaging and in-store displays over the coming year”, says Logitech. Bracken Darrell, Logitech president and CEO explains, “we’ve been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences. That’s a person. “I think, looking into the future of speech recognition, how we talk and communicate with things will change,” he says, giving a nod to Apple’s virtual assistant, Siri. “[Logi] helps us be a lot more personal in that world.” Logi devices will be on store shelves soon, though Logitech will continue to be used in the branding of PC peripherals like mice. This new design-focus can already be seen with some of its recent products like the Play Collection mice, K480 Keyboard, and UE ROLL Bluetooth speaker from sister-company Ultimate Ears.

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