Logitech on Wednesday officially announced a complete reinvention of its logo while also introducing a new “Logi” brand. It’s big news, particularly since Logitech is one of the major players in iPad accessories and computer peripherals such as keyboards, mice and speakers.

“We’ve been reinventing Logitech, creating products that strive to blend advanced technology and design to bring you amazing experiences,” said Bracken Darrell, Logitech president and CEO, noting that Logitech is “putting design at the center” of everything it does moving forward. “Our products have come a long way, and now it’s time to bring the brand forward too.” The new “colorful and bold” branding includes the revamped logo and will also include a new sub-brand called “Logi.”

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Logitech said Logi will appear on new products and in new product categories, which suggests Logitech is about to enter new markets. The firm said its first Logi device is around the corner and that fans should expect some “surprises” in the future.