Reinventing the Logitech brand.
Since 2013, Logitech has been working behind the scenes on reinventing the company, shaking things up culturally and through its product innovation. Logitech came to us to help bring new life to its brand identity. The result is the biggest transformation in the brand’s history.
They had big aspirations; to redefine who they were as a brand and a business, a major transitional shift to put design thinking at the heart of everything. This was an aspiration that we were excited to challenge, create and deliver on. One that resulted in a year long collaboration, resulting in the new Logitech brand, an energised and colourful new brand that is future facing, leading the company into a new era.
The new brand needed to be flexible, with an identity that worked across the existing product range, yet also embraced a whole new range of products – from connected home and mobile devices, to products that are still a spark of an idea at Logitech’s development labs.
Design is at the heart of everything we do moving forward. It’s the force driving the company. Now our brand truly reflects the ambition of the company.Alastair Curtis – Chief Design Officer, Logitech
We’ve evolved the brand to make it future facing and future ready. The new logotype is based on simple, geometric shapes that could work on anything from a remote control to a piece of wearable tech. The new logo is flexible as a label for Logitech’s bright new product range – Logi.
The logotype nods to Logitech’s 30-year heritage with the use of the Brown Pro typeface, designed by Aurèle Sack from Lausanne, Switzerland, the birthplace of Logitech and still where its EMEA headquarters are based. The logo also takes inspiration from Paul Renner’s experimental sketches for his now classic modernist typeface, ‘Futura’.
The Logi products of the future are designed for a more youthful audience. An audience that can now see themselves in the imagery we use. Our inspiration for colour came from the clothing people wear today – brighter, more vibrant – with a variety of colours too, rather than a reliance on the old approach of ‘one colour equals the brand’.
We never make assumptions about our clients or their brand. To understand Logitech we conducted an immersion process; interviewing a range of people, from the CEO to sales staff from around the world, hosting workshops with the key stakeholders to conducting retail safaris to see how the brand appeared in the wild.
From these we identified what was at the heart of the company and what core values the new brand would be built on.
We went to work alongside the Logitech design team in Newark, California, where we quickly discovered the implications of our colour and material choices. And they came and worked with us in our London offices.
We built a project space at Logitech HQ, USA – an immersive room, walls covered in quotes and mood boards that constantly updated to mirror the work-flow in London. It kept everyone in the loop, when we weren’t using Logitech’s incredible video conferencing to stay in touch (gotta love technology clients!).
Not only have we collaborated with Logitech to shape the brand of the future, we are still working with them on art direction and guidelines to shape how a global brand sheds its old skin and evolves. The new brand will be expressed across everything you see in store, on packaging, in print and even down to icons used. We work on!