A wordmark that could be anyone's
The lowercase logotype in Brown (by Lausanne's Aurèle Sack) is tidy and well drawn, but it has no ownable detail. Reset it in another geometric sans and most people wouldn't notice.
Concept rebrand · Tech hardwareUnofficial · not affiliated with Logitech
LogitechTouchpoint
Tech hardware
Logitech makes the things your hands touch to get ideas into a machine. Touchpoint gives that moment of contact a shape: an L, a dot resting in its corner, and one orange accent that means "ready".
- Company
- Logitech (unofficial concept)
- Sector
- PC peripherals, audio, video
- Scope
- Critique, mark, wordmark, palette, type, applications
- Status
- Self-initiated study, not a commission
01
What isn't working
The 2015 identity by DesignStudio cleaned things up and moved design to the centre of the company. Ten years on, a few gaps show.
Nothing to carry it small
There's no symbol. Product badges, app icons and favicons fall back to the full word or to "logi", which is a second name, not a mark.
Two names, many sub-brands
The "logi" label from 2015 now sits beside the full name in software and products (Logi Options+, Logi Bolt), next to Logitech G and other house brands. The family has no shared device holding it together.
Sources: designboom on the 2015 logo · eWeek: new logo, colours and the Logi label
02
The idea
Touchpoint
“The moment you touch the machine.”
The mark is a contact point. The L is the surface (desk, device, Logitech), and the dot resting in its corner is the fingertip. A 6-unit gap sits between them, the instant before the click. The same orange dot replaces the i's tittle in the wordmark and becomes the "ready" light on packaging, product and software. The L also gives the sub-brands one shared corner to build from.
Unofficial concept · not affiliated with Logitech
03
Logo
Primary lockup, the mark on its own, one-colour and reversed versions. Every file is hand-built SVG: outlined, geometric, no effects.
Primary
Reversed
Mark
One colour
Mark, reversed
One colour lockup
04
Construction
Drawn on a grid, not traced. Measurements are in grid units of the 120-unit master.
- 120-unit square; the L is 24 units thick on both arms.
- The dot is Ø56, held exactly 6 units off both arms (the contact gap).
- The dot's centre (58, 62) is set by the gap, not by the box, so it hugs the corner instead of floating in the open space.
- In the wordmark, the i's dot is redrawn as the same orange circle, scaled to the stem.
- Wordmark: Instrument Sans SemiBold, tracking −12, with the dotless ı.
05
Colour
Contrast ratios are measured against white and black text, so the safe pairings are listed on each swatch.
Aa 17.1:1AA
Aa 17.6:1AA
Aa 6.7:1AA
Aa 10.6:1AA
Aa 6.4:1AA
Rough proportions in a typical layout.
06
Type
Open-licence fonts only (SIL OFL), embedded from local files.
Display
Instrument Sans
Instrument Sans · wght 600, tight for headlines
Made for the hand that makes things.
Aa Bb Cc Gg Kk Qq Rr 0123456789 & ?!
Text
Instrument Sans
Instrument Sans · wght 400 to 500
A mouse shaped around the point where you meet the machine. Quiet clicks, 70-day battery, one dot that tells you it's ready.
Label
Instrument Sans Condensed
Instrument Sans · wdth 75, specs and packaging labels
8,000 DPI · 70-DAY BATTERY · QUIET CLICK
07
Usage
X is the thickness of the L. Keep 1X clear around the mark and the lockup.
Clear space
XX
Minimum size
- Lockup
- 120 px wide · 25 mm.
- Mark
- 16 px · 4 mm. Below 24 px the gap can close to 4 units.
08
Applications
Every mockup is built for this study and labelled as an unofficial concept. Product names, people and content shown are invented.
Next case study
Discord
Say it here · unofficial concept
