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Rebranded Logitech loses the 'tech'

Logitech is preparing to move into new categories of products with some "twists and a few surprises" and the company is commemorating the change by unveiling a new brand and logo.

Get ready for "Logi." But a Logitech spokesperson confirmed that the name of the company is not changing. But Logitech's plan is to use the Logi label for products that fall into new categories for the venerable peripheral maker, "specifically in the categories of mobility."

It, however, remains to be seen whether Logitech is planning a move into phones or something else as the company is not saying anything on its future plans. But it is learned that the Logitech label will be seen on the kinds of things we expect from Logitech, "largely in our traditional categories like PC peripherals." It means that it is likely that the Logi brand will be seen on something different.

In 2013, Logitech hired first-ever Chief Design Officer, Alastair Curtis, who worked with Nokia for 14 years as product designer. According to a blog post, Curtis is the brain behind the internal push to add more flair to Logitech's kit. The blog added that the company's new goal is "delivering products that create amazing experiences in the everyday places of your life."

Besides the Logi logo, Logitech has also unveiled a new look for its master brand with more rounded, lowercase letters and no more weird blobby thing.