PC accessories specialist Logitech is dropping the latter half of its name in an effort to reflect today's tech-filled times.
From now on, the firm will be known simply as ‘Logi', with an updated, cleaner logo to match a new focus on design aesthetic.
Tech is everywhere,” VP of brand development Charlotte Johs told Gizmodo when quizzed on the move.
[It's] in the air you breathe, your clothes, the future… ‘Tech' doesn't say anything.”
Although the name has only just been changed, Johs added that the company's new phi-Logi-sophy (sorry) is already present in one of its existing products, the Boom range of Bluetooth speakers.
Logitech acquired the Boom's creator, Ultimate Ears, back in 2008 to supplement its existing line of PC speakers.