Logitech, one of the biggest manufacturers of PC peripherals and a trusted name in the gaming industry, has revealed its biggest brand transformation in its history.

Building on its heritage as a technology company, Logitech has placed design at its core. It is crafting a portfolio of products that go beyond PC peripherals, to products that have a place in every aspect of your daily life. The new brand(ing) reflects the company’s reinvention, with a colorful new attitude, a re-imagined logo and even a new label for their latest product categories: Logi.

Its latest products are a reflection of its new brand identity. Fans should expect bold colours and simple designs to make their mark across Logitech.com, social media, on packaging and in-store displays over the coming year.

“We’ve been reinventing Logitech for a while, creating products that strive to blend advanced technology and design to bring you amazing experiences,” said Bracken Darrell, Logitech president and CEO. “We’ve built a world-class design team, led by chief designer Alastair Curtis. We’re putting Design at the centre of everything we do. Our approach to Design goes beyond the classic definition. Design to us is the combination of advanced technology, business strategy and consumer insights.  Our products have come a long way, and now it’s time to bring the brand forward too.”

As part of the brand reinvention you will begin to see the name Logi on select products in existing categories, and expect some twists and a few surprises in new categories.

“Logitech has undergone huge changes, so we’ve created an identity that is an expression of who we are today and who we will be moving forward,” said Alastair Curtis, chief design officer at Logitech. “A company transformation of this magnitude should come with an equally bold transformation of its brand.