Peripheral manufacturer Logitech isn’t going to be called "Logitech" anymore. As of now, the company is embracing a brand change to "Logi"—or "logi," in all lowercase, according to the logo images it has published.
The announcement was made today, though Logitech invited a number of tech publications to the company’s design studio in Ireland for an advance briefing (in keeping with our policy to not accept compensation for coverage—including travel and accommodations—Ars turned down the junket invite).
However, the messaging around the change is coming across as somewhat muddled. Some outlets are reporting that the company is actually changing its name, whereas the official press release continues to refer to the company as "Logitech" and merely states that "Logi" is "a new label for [its] latest product categories."
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