Logitech Would Like You To Call It “Logi” Instead (Sometimes)

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This is a thing that could be a product with the brand Logi on it.

Fans of the company Logitech will save some time saying the brand’s name from now on: like that time in seventh grade when you made everyone call you solely by your first name, the computer peripherals maker would now like to be known as “Logi” — well, when it comes to certain products.

This isn’t a sudden decision. Logitech says in a press release that its team has been tinkering with the company brand since 2013, puttering around “behind the scenes to reinvent the company, shaking things up culturally and through its product innovation.”

The Logitech refresh comes with a new logo for the original brand as well as the new Logi side of things. The company says it’s going beyond “PC peripherals, to products that have a place in every aspect of your daily life… You’ll even see a new label for our latest product categories: Logi.”

It’s unclear which products among Logitech/Logi’s lineup of keyboards and mouses/mice — if any — will be part of the new brand’s launch, but the company says it will be “crafting a portfolio of products that go beyond PC peripherals, to products that have a place in every aspect of your daily life.”

“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,” added Alastair Curtis, chief design officer at Logitech in the press release. “A company transformation of this magnitude should come with an equally bold transformation of its brand.”

The Logitech will linger on for now at least, it seems. Eventually customers should start to see the Logi label pop up on some new products.

by Mary Beth Quirk via Consumerist