Bracken Darrell
Logitech President and CEO, Bracken Darrell, likes to think of his company as less of a technology business, and more like a company that is focused on design.
As a business, Logitech has always been at the forefront of technology and design. Beginning with fairly simple software and the humble computer mouse 30 years ago, Logitech now sells a broad range of innovative products in almost every country in the world. It still retains its focus on computer navigation products, but has added peripherals for gaming, digital music, internet communications, home security, and remote controls into the mix.
Constantly evolving, the company took a major turn in 2015, with a bold new look and a new direction.
Since joining Logitech in 2012, President and CEO Bracken Darrell had been thinking about rebranding. "I wanted to figure out a way to put more excitement into the logo, because I personally like the ‘eye’. We did a lot of research on it and we found that very few people appreciated that it was the logo for Logitech—in fact, less than 10 per cent of respondents—and that was after 30 years of having it. Whilst there are people out there who like the logo, they are not really sure what it is. There is a story there, so we looked at making something cleaner and simpler, with a clear connection to Logitech.
"The original ‘eye’ had a lot of different meanings to it—looking outward and upward. Also, it used to be multicoloured and there was a story around each colour. It was a fairly complex brand story and that’s probably one of the good reasons as to why it didn’t stick and become associated with Logitech. Plus, it went through a number of changes. The bottom line is that the Logitech brand has a lot more resonance than the eye logo ever did, so we decided to move fast and build new equities rather than reinforce the existing one."
Under the rebadged Logitech umbrella, there are now four different brands: the Logitech brand that’s already known in the PC peripherals space and now has smart phone, tablet, and smart home peripherals as well; Ultimate Ears, or UE, for its music products, such as Bluetooth speakers; Logitech G for its gaming products; and then Logi, its newest brand, which will be used to market Logitech’s push into new categories. Logitech also owns video-conferencing innovator, Lifesize.