NEWARK, CALIF. — Tech rules our lives, Logitech firmly believes — so much so that the company is halving its name in solidarity. The accessory manufacturer unveiled a new logo and a new “Logi” label earlier this month as part of its evolution into a more design-focused manufacturer.
It has dropped the “tech” in its name for certain lines because, unlike when the company was founded in 1981, technology now “rules our lives,” a company spokesman told TWICE. “The presence of it is implied, making ‘tech’ nonessential to the name.”
The first products with the new name will be the Logi Blok iPad cases. These cases, offered in three configurations and multiple colors, are built for ruggedness and drop-tested up to 6 feet. Retails will range from $39.99 to $129, the priciest of which will come with a detachable Bluetooth keyboard.