Logitech adds sub-brand of Logi under the perception that "tech is everywhere"

After over a decade of going by the name Logitech, the company has decided to add a sub-brand called Logi to their merchandise.

The well-known company of Logitech is rebranding themselves in the different categories of technology, coming to the conclusion that "tech is everywhere," and doesn't need to be spoken about.

What a Company

Logitech is one of the leading companies in computer accessories that has given the gaming world some of the greatest controllers, speakers, mice, and keyboards to work with. After promoting their merchandise with the brand Logitech etched on it for over a decade, they're adding a sub-braned called Logi, cutting the famous name in half. One might think that this type of addition would take awhile, but a Logitech spokeswoman said:

"Current products on the market won't be rebranded as Logi. In addition, current products won't be removed from shelves to be repackaed in new Logitech packaging."

In the world we have millions of Logitech merchandise on the shelves and in the homes of computer users, reaching through all aspects of technology. It's a bit surprising that a well established company would go out of their way to add a sub-brand without any specific reason but to amp up their perception among their competitors. As many others, I understand that logos are what catches the eye of consumers. The name Logitech is said to be continually etched onto their computer accessories and hardware, while Logi will start to move over to hardware relating to mobile devices.

“Tech is in the air you breathe...it’s in your clothes...in the future, ‘tech’ doesn’t say anything,” - Charlotte Johs, Logitech's VP of brand development

Do you Logitech users have any opinion about their decision to re-do their logo? 

Featured Contributor

An online college student studying Business Administration and International Business at SNHU. I play a lot of different games, but I prefer management ones, including Minecraft, RollerCoaster Tycoon, Borderlands, and Assassin's Creed.

Published Jul. 9th 2015
  • Jerome Phiffer
    Seems like a waste of time. Everyone who knows who they are (a lot of people) will still call them Logitech. Also that logo needs some help. lol If that is the best excuse they could give, "Tech is everywhere" then clearly they have no real reason other than doing it to do it.

    I personally don't care as it is their company name, and they can do as they please, but my god, who are the people that get paid to come up with these ideas?
  • Courtney Gamache
    Featured Contributor
    There are a few edits. A Logitech spokeswoman contacted GS to clarify a few things my source article did poorly on. Seems they'll be using Logi as a sub-brand, heading towards mobile technology.

    I'm relieved they wont be redoing their whole company name and logo.

New Cache - article_comments_article_25204