Logitech has canged its brand identity to Logi — dropping the "tech."

Alastair Curtis, chief design officer of the company, said that it had undergone tremendous changes. The new identity they have created is pretty much an expression of who they are today and tomorrow, CNet has learned.

"A company transformation of this magnitude should come with an equally bold transformation of its brand," Curtis added.

Tal Leming of Type Supply, a typography studio in Baltimore, said that the company needed to change the logo.

"It looked like something carved on the side of the Flintstones' house," Leming opined.

The planning for the Logitech changes didn't happen overnight. Since 2012, the company is being pushed into the future.

Bracken Darrell, CEO of the company, said that he already thought of reinventing the brand. However, he turned his focus first on the products.

Logitech is known to manufacture the best computer mice and television remotes, but when Darrell took over, he shifted the investment on new products like speakers and tab accessories. The rebrand is already the pinnacle of these efforts.

Just like Braun, Logitech had exceptional engineering, but it lacked design, as per the a Wired report. Darrell's aim was to create a design company, so he built a team and told Curtis to make their product look as good as it works.

Design Studio was hired by Darrell to create the Logitech changes. The new, plump and youthful logo of "Logi" will be placed on specific products, so the color change of the insignia will depend on which item it will be assigned.

The "Logi" label can now be seen in some of the newly released products like the UE Roll, Play collection mice and K480 Keyboard, according to IT Pro Portal.

The Logitech change is a smart move because nowadays, consumers are already buying user experience. Just like Starbucks, customers aren't just buying coffee — they're also buying the lifestyle and experience.