Computer accessory maker Logitech wants to branch out beyond PC peripherals, and that requires a new brand name and identity.
With its latest lineup, the company will drop the "tech" from its name and go by Logi. The Logitech name isn't going away completely, though. You'll continue to see it on the company's traditional lineup of products, like PC peripherals, a spokeswoman said.
Logitech has also adopted a more design-centered approach, promising "bold colors and simple designs." It has hired its first-ever Chief Design Officer, Alastair Curtis, to make that vision a reality.
"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," Curtis said in a statement.
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The company said it is "crafting a portfolio of products that go beyond PC peripherals, to products that have a place in every aspect of your daily life," so we can perhaps expect some Internet of things gadgets.
"The Logi label will appear on our newest product categories, and expect some twists and a few surprises in new categories," the company said, adding that its first Logi product is right "around the corner." Logitech said will transition its website, social media channels, and packaging to this brighter new look over the coming year.
"We've been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences," Logitech President and CEO Bracken Darrell said in a statement. "We're putting Design at the center of everything we do."
For a peek at the new Logi look, check out the video below.