Logitech, the Swiss accessory manufacturer known for wireless keyboards, compuer speakers and the like, is launching a rebranding effort with new product categories sold under the shortened name, “Logi.”

The rebrand will see the company adopt simpler designs with bolder colors, aiming to go “beyond PC peripherals” with their products. The Logi name will feature on select existing products, as well as on entire categories with all new products.

“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.”

The rebrand is a major shift for the company founded in 1981, who has long branded their products as Logitech, except in Japan where the company goes by "Logicool." The company found that the second part of its name has diminished meaning in a world where everything is "tech." 

"Our products have come a long way, and now it’s time to bring the brand forward too," said CEO Bracken Darrell.

Logitech has also given a small preview of a Logi-branded product. The company isn’t giving away any further details today, but the teaser image shows how the new branding will look in the wild.

EMBARGO 7/8 logitech logo Logitech's new branding effort will focus on bolder colors and simpler designs. Photo: Logitech