Logitech is now called Logi - because tech means nothing...

Logitech is a PC peripheral manufacturer which was started in Switzerland in 1981. 24 years later, they're one of the most recognised makers of mice in the world - you might even have its logo nestled underneath the palm of your hand right now.

But that's all about to change. In the biggest shake up in a quarter of a century, the company is rebranding. And that starts with chopping its name in half to become merely LOGI.

It's a major decision in the life of a company with strong brand recognition and while there are likely many different reasons behind it - not least the fact that it's considered quite a stuffy brand - the official explanation goes like this: "Tech is everywhere..."

That makes a certain amount of sense. It's clear from their products that they're involved in the tech space, the term is implied in everything they do and in the daily lives of their customers. The rebrand also gives them a change to create a new logo that's more streamlined and the company has suggested they'll also be considering design more carefully in the future, moving away from the utilitarian air of what has come before.

The change isn't coming all at once - first they're debuting a new logo under the full name with a more interesting font. This aggressive video has that new look for you.

It all feels a bit 90s, with the official release talking about 'a colourful new attitude' - is that what people want in a company which makes keyboards? The Logi name won't be everywhere just yet but the latest products will start to carry the label and the brand identity will be shifted in subtle ways over the next few years.

For the moment though, it's still called Logitech, and that will appear on most of their products. But with a new version of the logo...

Confused yet? We are.