Logically, Logitech is going Logi, in a very interesting marketing turn of events. The Swiss company has been trying a very intricate form of rebranding for two years, and for now, things seem to be going in the right direction for them.
Now, the company wants to change its name from the old, outdated Logitech to plain Logi. The reasoning behind this seems to be that tech is now everywhere, from your shoes, to your car wheels, and it would be awfully misleading to still call it by the old name.
CEO Bracken Darrell has taken over the office back in 2012, and has since been constantly trying to save the declining sales of the company. Trying to kick start the company back in trend, he first needed to reinvent the products.
Since previously, Logitech was known mainly as a mouse-maker, the decision was to shift production towards the areas involving tablets and speakers. Thus it happened that Logitech started making those really nice speakers we’ve seen everywhere. And then the best iPad keyboard there is.
When he first arrived at the company, coming from the design-oriented company that is Braun, Darrell noticed that there wasn’t much in the way of looks for the products that his new company made. So he quickly hired Alistair Curtis, previously design master at Nokia, and let him work with the team of great engineers that Logitech already had.
These two strategies – product based and design based – managed to up the profits to triple size. The UE-Boom was a huge hit. And so was the Logitech iPad keyboard. But somehow, these changes are still not enough.
Now, the time has come for a more major change, Darrell believes. His hopes are that this rebranding will be the crowning achievement of his efforts.
Along with the name change, comes a steady logo change. The new Logitech logo, a smoother, more geometrically intricate design, will join all their products soon. After the new logo will be in place, the tech will be dropped. This is the strategy the company hopes will keep the loyal customers as well as bring in new customers.
Still, Logitech will continue to produce mice and other computer peripherals, but, Darrell says, they will be slowly moving out of the area, to make way for new and interesting tech. Also, he maintains, Logitech will still appear on mice for a longer period than on other products, since it still “means a lot” to many people.
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