Swiss electronics firm Logitech switches out it’s confused eye with a teal splurge thing for a clean word mark with a smile.

Wired discusses Logitechs CEO Bracken Darrell move from design focussed Braun to engineering focused Logitech in 2012 and how this began Logitechs move  from making great PC mice (selling it’s BILLIONTH in 2008) to making desirable consumer tech accessories such as iPad keyboards, bluetooth speakers and remote controls that are both excellent technically as well as beautifully designed.

Time then to match the brand with the product, and Logitech was well overdue a proper overhaul. The eye thing despite evolving with trends has essentially remained trapped in the 1980’s corporate logo world. The decision to drop it couldn’t have been too difficult and Darrell called upon design studio who worked on the much abused Airbnb design.

The mark has gone entirely and has been replaced by a clean wordmark in a bold chunky geometric sans serif font, Brown Pro which in a nice link is also Swiss designed (you might find Futura more affordable for something with a similar look). And they’ve sneaked a smile into the “g”, because smiles are quite the thing currently, see Amazon, Thompson, Argos, Danone, LG and recently, ihop.

This one’s a little more subtle than some, but it’s a smile none the less, it’s not a twee small or menacing like the shop one, it just does well to give the design a friendly feeling.

All of this is paired with some super bright new colours and a new ‘brand’ Logi, which is being applied to some of the new sectors the company is designing for.

Overall that 80’s mess needed ditching, the result is perhaps a little light in character but feel good for the direction the firm is heading and the bright adverts feel fantastic.