Logitech, known to the creative community as a leading producer of computer mice in the early years of the desktop revolution, has introduced a colorful, energetic and flexible identity meant to reflect the company’s new focus on smartphone and tablet accessories and, consequently, a younger demographic.
DesignStudio, founded in 2009 by designers Ben Wright and Paul Stafford, selected lively, saturated, even neon colors to express the attitude. According to the design firm: “Our inspiration for color came from the clothing people wear today — brighter, more vibrant — with a variety of colors too, rather than a reliance on the old approach of ‘one color equals the brand’.”
In addition, DesignStudio developed a new logotype based on simple geometric shapes, making for a clearer and cleaner visual element, and a new brand — Logi — for the mobile peripherals product family. “The word tech on products in the future will be irrelevant, in the future every brand from tires to jeans will have some kind of technology in it,” explains CEO Bracken Darrell.
That said, the original Logitich name will continue to denote the computer accessories line. Logitech chief design officer Alastair Curtis adds: “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. A company transformation of this magnitude should come with an equally bold transformation of its brand … Design is at the heart of everything we do … Now our brand truly reflects the ambition of the company.”