Logitech's Changing Look in a New Era: Reading a Company's Style Through Its Logo Design

The arrival of a brand-new era can sometimes be easily glimpsed in many old-school companies. Although I call them old-school here, these companies’ innovative energy is extremely vigorous — otherwise they wouldn’t have survived in a fiercely competitive market, and survived so long and grown so large.

Especially in the field of computer peripherals, if Logitech were to claim second place, I don’t think any company would dare call itself first.

Two days ago, Logitech published a new message on its official website[1], stating that its brand logo and corporate identity system (CI) would be fully updated to adopt the design shown above.

Compared with the traditional logo of the past — mostly composed of something that looked like an eye plus a slightly slender and sharp typeface — the new logo clearly adopts the flat design that now seems to have become a trend, and integrates the original eye motif into a unified whole through the entirely new letterform structure of the letter g. Combined with bold, youthful and diverse color schemes, this golden signboard of Logitech seems to have taken on an entirely new meaning and breadth of application.

Logitech’s old logo.

Logitech seems ready to open up the global market as a comprehensively design-driven company, and has even hired Alastair Curtis as the company’s first Chief Design Officer — she was formerly Nokia’s chief designer. In the future, design-centric thinking will gradually be internalized within Logitech, and may ultimately become a corporate culture of extremely high value.

The image below is a mock-up released by the company, indicating that in the future, besides the Logitech wordmark, there will also be a “logi” product mark. A more concise design that still retains an obvious highlight may be exactly the imagination Logitech hopes to bring to everyone in the future.

With the birth of the new logo, the first new product to use the entirely new design mark is also heralded as coming soon. Let’s wait and see.

The logo style of future products

If you come across Logitech’s newest logo on a new product in the future, don’t mistake it for some knockoff that appeared out of nowhere.

Further Reading

1. Logitech Blog: Say Hello to the New Logitech.