Logitech doesn’t do mice alone anymore. The Swiss association has in new years stretched over peripherals into speakers, mobile accessories, inscription keyboards, and more.
The association prolonged famous for creation the best mouse on a market, not to discuss the best iPad keyboard and the best TV remote, is ditching a “tech” and job itself simply Logi (pronounced “lodge-ee”). Gone too is a antiquated logo—teal, with something that might or might not have been a boomerang—in preference of a sleek, clean design that improved reflects a different product line.
“If we demeanour out 5 or 10 years, it’s going to seem peculiar for a association to call itself “something-tech,” says CEO Bracken Darrell. “There will be tech in your clothing, in your shoes, in your tires. To be Logitech during that indicate will seem extremely 1980s.”
Darrell’s been pulling a association into a destiny given holding a helm in 2012 and branch around a disappearing profits. “Even then, we knew we indispensable to reinvent a brand,” he says. First, though, he had to reinvent a products. Within dual years, he shook adult a product portfolio, changeable millions divided from mice and investing heavily in new categories like speakers and inscription accessories. The rebrand is a perfection of his efforts.
“They indispensable to get absolved of a aged logo,” says Tal Leming of Type Supply, a Baltimore typography studio. “It looked like something forged on a side of a Flintstones’ house.”
When Darrell arrived, he was dumbfounded by Logitech’s miss of a pattern ethos. He’d come from Braun, where he met frequently with Dieter Rams, a German idealist who pioneered a suspicion of a design-driven company. Like Braun, Logitech had good engineering. But it had no designers. It’s products were smashing to use, though meh to behold. That would not do, so Darrell hired Alastair Curtis, a conduct of pattern arch during Nokia. Build a team, he told Curtis, and make a things demeanour as good as it works. ad a pattern efforts during Logitech.
“My idea was to emanate a pattern company,” Darrell says.
That meant slicing behind on mice. Logitech was offered some-more of them than any other association in a world—it sole a one billionth rodent in 2008— though PC marginal sales were tumbling. Retail sales fell 8 percent in 2013. Darrell surveyed a landscape to see what markets were growing, cut investment in mice by two-thirds and plowed a good cube of a companies $100 million RD bill into inscription accessories, teleconferencing systems, and Bluetooth speakers. Soon after Curtis came onboard, Logitech expelled a UE Boom—a streamlined cylindrical unstable orator that facilities bright, confidant colors and stellar sound—and a wafer-thin iPad keyboard, also finished adult in childish hues. The 3 new categories generated $380 million in sales during a final dual years. “We tripled a profits,” Darrell says, and a batch cost doubled to $14 per share.
The reborn association indispensable to be rebranded. Darrell hired Design Studio, a group behind Airbnb’s argumentative trademark that critics duly remarkable looks like any series of physique parts. Logi’s new trademark is plump, geometric, and, according to Darrell, “youthful.” The bend on a “g” hangs detached, dangling like a laugh underneath a round. By all accounts, it’s radical depart from progressing sigils, many of that featured a radiating eyeball and a organically made dash of teal. “There were people in a association who suspicion that we owned a tone teal,” Darrell says. “Teal looks like a really aged tone now.” The new escutcheon will change tone formed on that product it’s placed.
“It looks like a accessible association now,” Leming says. The symmetry—the “l” and “i” counterpart any other, as do a dual circles—creates a appreciative balance, he says. But a engineer has a quibble: a develop on a tip right dilemma of a of a “g.” “It would have been cleaner but it,” he says.
Logi will stay loyal to a roots and continue branding a mice with “Logitech” to gain on a glorious repute for PC peripherals. “The code can go a long, prolonged way,” Curtis says, “because it still means a lot to many people.” But Darrell says it’s only a matter of time, before “tech” disappears from mice, too.
“We are relocating out of a mechanism era,” he says. “And we wish to make certain consumers know that.”
Go Back to Top. Skip To: Start of Article.