Logitech got a brand new identity from DesignStudio
The Swiss company commissioned DesignStudio for the job, whose references include Nokia, Airbnb and MixRadio. The aim was to translate Logitech's design-led attitude into a lively visual identity. The new brand also had to connect with younger audiences, as Logitech aims to reconnect with younger demographics via a clearer focus on smartphone and tablet accessories. Having previously worked on something similar with Nokia, DesignStudio once again opted for vibrant, saturated colors, inspired by the wardrobe of today's people. Accordingly, you won't find yesteryear's ice cream pastels on Logitech products. Instead you will see neon greens contrasted with lively purple and turqoise colors.
The new logotype takes inspiration from the company's roots. The employed Brown Pro typeface was created by Aurèle Sack from Lausanne, Switzerland, the birthplace of Logitech. The logotype also takes cues from Paul Renner's preliminar sketches for the now iconic Futura typeface. The resulting logo is based on simple geometric shapes, making for a clean-cut, easy-to-read piece of branding.
The company also plans to introduce a new brand, Logi, focused on mobile peripherals. Their range of computer accessories will continue to use the Logitech name. “The word tech on products in the future will be irrelevant, in the future every brand from tires to jeans will have some kind of technology in it,” said Bracken Darrell, the company's CEO.
DesignStudio's input is not finished with the completion of the rebranding. They will continue working alongside the Logitech team, in order to bring a unified vision to all of the company's communication platforms. Be on the lookout for new Logitech products to arrive, and check out details of the project on DesignStudio's website.
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