Makeover: Logitech rebrand as 'Logi' with a new logo and accessory line
- (opens in new tab)
- (opens in new tab)
- (opens in new tab)
- Sign up to our newsletter Newsletter

When Logitech (opens in new tab) was first founded in 1981, its Swiss founders stood on the cusp of a burgeoning PC industry. Setting up shop in Palo Alto, California, just one year later, Logitech's innovative foresight quickly enabled them to become the definitive brand for sophisticated mice and keyboards – a mainstay of every respectable office. That is, until Apple came along.
Although Apple's tsunamic power put a dent in the PC revolution, Logitech's stronghold has not wavered; but since CEO and president Bracken Darrell took the helm in 2012, change has been afoot. Just last week, the company revealed a new logo and name – simply, 'Logi'. The idea of singling out 'tech' will soon be obsolete, as it increasingly engulfs us, Darrell explains.
Logi's reinvention also can be linked back to the hiring of chief design officer Alastair Curtis in mid-2013. Formerly chief designer at Nokia, Curtis knows a thing or two about giving technology accessories a friendly feel.
'This [aesthetic] strongly reflect[s] some core values and principles which we wanted to have in the brand,' Curtis explains of the shift. 'We talked about being confident, simple, iconic, courageous, bold and I think this logo, which is true almost to the font and typeface, has that level of boldness and confidence about it. The strong geometric feel, for me, talks a bit about the design principles that we look at in [our] products – being very simple and pure, and taking steps away.'
He continues, 'We're very aware that we've got some very loyal Logitech users and we have a huge amount of equity in the word Logitech, but we also recognise that to reach a more youthful audience, we have to push the envelope even harder.'
Not only has Logitech moved away from making only computer accessories, the brand has channelled much of its recent efforts into new areas of interest, such as tablet accessories, portable speakers and gaming equipment. This week sees the first iteration of the new branding come to life with the launch of a new line of protective cases, named Logi Blok, designed specifically to complement the iPad. The two models (in three colourways) – which offer a screen protector to prevent scratches, square corners to reinforce the iPad's most damage-prone areas and a detachable keyboard case, if you need it – are streamlined, lightweight and colourful, and will be available come August.
The brand's reinvention is due to the notion that singling out 'tech' will soon be obsolete as it increasingly engulfs us, explains CEO and president Bracken Darrell
'We talked about being confident, simple, iconic, courageous, bold and I think this logo, which is true almost to the font and typeface, it has that level of boldness and confidence about it,' explains chief design officer Alastair Curtis
The Logi Blok line is designed specifically to complement the iPad; it offers a screen protector to prevent scratches, square corners to reinforce the iPad's most damage-prone areas and a detachable keyboard case
Logi Blok's features are streamlined, lightweight and colourful
'The strong geometric feel, for me, talks a bit about the design principles that we look at in [our] products – being very simple and pure, and taking steps away' says Curtis
The Logi Blok comes in two models and three colourways, all available from August
Pei-Ru Keh is the US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru has held various titles at Wallpaper* since she joined in 2007. She currently reports on design, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru has taken a key role in championing diversity and representation within Wallpaper's content pillars and actively seeks out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.
-
A modern barnhouse makes a faceted form on an exposed site in Southern Chile
Estudio Diagonal’s barnhouse project, Ridge House, is a stripped back private home that uses everyday materials and simple geometry to maximise interior space
By Jonathan Bell • Published
-
Patek Philippe’s Watches and Wonders 2023 releases embody a sharp technicality
Discover the new watches from Patek Philippe
By Hannah Silver • Published
-
These London spas are utterly relaxing urban escapes
These London spas offer transformative treatments in awe-inspiring spaces for total relaxation in the midst of the big city
By Mary Cleary • Published