In 1988 Timothy Wilkinson, a British designer at frog design, was told to create a logo for Logitech which was then the biggest peripheral maker in the world.
He made it look pretty strange, but the company kept Wilkinson’s logo around for almost 30 years.
Now Logitech unveiled a new logo and brand name, called Logi, which has done away with the 1980s classic and removed the “tech” from its name.
This is strange because, unlike many Silicon Valley companies from the 1980s Logitech survived and its logo was not that bad.
The feeling at Logitech was that Wilkinson’s logo was dated, almost too familiar. The word tech was everywhere and had lost meaning.
The new logo shares a lot in common with UI and design trends today: All lowercase letters, a play on negative space, gem-toned and ultra-flat, it’s got a sibling in Google’s Material Design language.
But there are many who feel that Wilkinson’s logo had personality. The new one is slick, unremarkable, and visually clever, like many logos in the consumer tech business these days.
Logitech wanted to be like everyone else and was no longer big, weird, and interesting just like everyone who was young in the 1980s.