Logitech Rebranding

School Studies

Logitech partnered with the Academy of Art University to sponsor a multidisciplinary project, inviting students to create a hangable art concept for Logitech’s office—celebrating the brand’s product legacy and inspiring employees and leadership alike.

I led the Advertising and Graphic Design departments’ efforts, serving as organizer and moderator for the final presentation to Logitech. I also created the key work representing the Advertising department, along with select pieces for the Graphic Design department, under the mentorship of lead instructor Roland Young.

Branding

Art Direction

Copywriting

Design

Introduction to the Hypercube

At the start of the semester, Roland introduced the concept of the hypercube by asking each student to physically build one. As the hypercube rotates, it casts a shadow that shifts in size and distortion depending on the viewer’s angle. The exercise challenges us to consider what “true” reality is: the hypercube itself, or the shadow it casts. This idea also connects to Aboriginal beliefs about “dreamtime”.

Exploration

A series of explorations reflecting each student’s interpretation of reality through the lens of the hypercube.

Kinetic Art inspired by the Hypercube

Exploring the hypercube awakened a new graphic sense for presenting ideas, leading to the creation of these artworks and designs.

Rebranding

In mathematics and science, the hypercube symbolizes the fourth dimension. It also represents forward-thinking, 21^st-century ideas—concepts like anti-gravity, spider silk body armor, and the God Particle. For Logitech to remain relevant and continue innovating, it must embrace new ideas for the future. We believe this creates an opportunity for Logitech to consider rebranding itself.

As it stands, Logitech was a good starting point—but we’re rapidly ascending into a new world, a new dimension. “Logi” and “tech” are words rooted in another era. By contrast, the golden ratio—the divine proportion—is infinite and timeless, best approximated by the Fibonacci sequence: 0, 1, 1, 2, 3, 5, 8, 13, 21, 34… a pattern without end.

Logitech Dimension brings the future to us today. Now. Next is Now.

Update: Two years later, Logitech rebranded to “Logi” techtimes.com

The new logo also symbolizes the discovery of the Higgs Boson particle at CERN’s Large Hadron Collider, confirmed (at the time of this presentation. Nicknamed the “God Particle,” the Higgs Boson represents breakthroughs that could drive innovations in nanotechnology, advancements in medicine, and even possibilities like time travel through quantum physics.

New Product Applications

The following videos show examples of how LD can apply its new branding to both current and future products.

LD Eyes

A collaboration between LD, Google, and Ray-Ban to redesign the hardware for Google Glass.
Update: One year later, Google partners with Ray-Ban and Oakley to launch new Glass designs. nbcnews.com

Understand Each Other Campaign

Originally, Logitech named their line of music products Ultimate Ears (UE). I proposed a more meaningful name: Understand Each Other.

Music is a universal language—found in every culture around the world. It has the power to bridge language barriers and foster understanding. LD embraced this idea to create a campaign for their UE sound products. By using low-cost, efficient materials like ABS plastic, LD could design musical instruments that are accessible to people everywhere.