Founded in 1981, Logitech is a world-renowned manufacturer of computer peripherals and software originating in Switzerland and now operates in more than 140 countries and regions around the world.
Labbrand has been working with Logitech for 11 years since 2013, helping Logitech to promote brand innovation, brand experience and communication while innovating in technology and products, and enhancing brand influence in the Chinese market.
This year, Logitech once again chose Labbrand to create its brand identity and creative brand communication strategy for two new products tailored specifically for gamers, including the Logitech G517 Lightspeed TKL and the latest Logitech G Cloud Handheld Portable Gaming Console. Labbrand team supported Logitech in the launch of these two new products in the Chinese market and ensured the core values and innovative experiences of these products were accurately communicated to the domestic gaming audience.
China is the world’s largest mechanical keyboard market. To meet the changing needs of Chinese gamers, Logitech launched a new gaming keyboard – G517 Lightspeed TKL, which is designed for Chinese gamers.
After the in-depth experience of the new product, Labbrand’s Verbal Team focused on the appearance characteristics and use of the product, proposed the core concept of the product on space exploration and interstellar shuttle, which was affirmed by Logitech’s core team, thus extending the entire product and accessories naming system, product slogan and product communication content.
Based on the confirmed product concept, we created the Chinese product name “星巡”(Xing Xun, astral exploration) for G517 Lightspeed TKL. The name, meaning “cruising through the galaxy,” conveys the passion and spirit of exploration in esports, symbolizing players’ freedom and precise control in the gaming world. Alongside this new product name, Labbrand crafted the tagline “指尖巡航，游我掌控” (Sail at your fingertips to control your game). This tagline echoes the concept of interstellar navigation while emphasizing the keyboard’s positioning as a top-tier gaming accessory, further highlighting its unparalleled gaming experience.
To deliver an enhanced gaming experience, the G517 Lightspeed TKL features Logitech’s innovative floating GASKET structure, which Labbrand named it “星阶”(Xing Jie, star step). The name highlights GASKET structure’s superior stability and firm tactile response; meanwhile, evokes the image of a celestial staircase formed by countless stars, symbolizing players’ continuous ascent toward greater heights in esports.
In line with the core product concept, Labbrand named the keyboard’s switches “陨石轴” (Yunshi Zhou, meteorite switches), reflecting the switches’ classic gray appearance, robust durability, and outstanding stability. Additionally, the sound produced by the switches during operation is named “碎岩音” (Suiyan Yin, shattered rock sound). “碎岩音” vividly conveys the crisp and powerful clicking sound, representing the intense feedback the keyboard provides—just like the thrilling clashes players experience in the gaming universe.
After the core product concept, the Chinese naming and the new product slogan confirmed, Labbrand team created a series of landing creative communication materials for the new product to ensure the product can be accurately communicated to the target population, and help the product achieve commercial success.
Logitech G Cloud Handheld Portable Gaming Console leverages cloud gaming technology, streaming capabilities, and an open Android system to break platform barriers, enabling players to enjoy mainstream cloud games, streamed games, mobile games, and retro games seamlessly. Following its widespread acclaim in overseas markets, Logitech plans to introduce the G CLOUD Handheld Console to the Chinese market. To support its launch and promotion in China, Labbrand team provided creative Chinese naming solutions, crafted a compelling product tagline, and optimized communication materials to ensure effective product localization and outreach.
Combining the cross-platform, pan-entertainment features of the G CLOUD Gaming Handheld with insights into the target audience, Labbrand’s team developed creative naming concepts and assisted Logitech in finalizing a Chinese name for the product: “Logitech G 魔方掌机” (Mofang Zhangji, magic cube handheld console). The name reflects the sleek design and robust capabilities of G CLOUD, highlighting its innovation and versatility. It emphasizes the console’s magical ability to seamlessly deliver a wide range of gaming and entertainment experiences across multiple platforms, offering users endless possibilities and infinite enjoyment.
Meanwhile, building on the Chinese name Logitech G 魔方掌机, Labbrand created the tagline “魔力无限 方寸之间” (Endless magic within your grasp). The symmetrical structure and rhyming cadence make it catchy, easy to remember, and ideal for widespread communication. Additionally, Labbrand optimized the communication content for the product’s website and e-commerce platforms, ensuring the product’s core innovations and technical advantages are conveyed effectively in digital experiences to help strengthen consumers’ understanding and appreciation of the core value and innovative technology behind the product.
In the brand innovation cooperation with Logitech, we have always been guided by the needs of core consumers, focusing on brand building, experience innovation and management optimization, comprehensively improving the game product experience and the overall brand experience, helping Logitech to deepen the emotional connection with consumers and contribute to its continued success. In the future, Labbrand looks forward to continuing to work with Logitech to promote the brand’s innovative development on a global scale and jointly meet more opportunities and challenges.
About Logitech
As a Swiss company focused on innovation and quality, Logitech’s products are the point of connection between people and the digital world. Logitech harnesses the transformative power of design to drive innovation and progress throughout their portfolio in order to deliver truly unique and meaningful experiences. With products available in nearly every country and more than 3.5 million items shipped each week, Logitech is dedicated to driving outcomes that are better for people and planet, reducing our environmental impact by leading the industry in designing for sustainability.
Logitech G is a team focused on pushing the boundaries of performance and exploring the possibilities of play. The gaming world is forever evolving and we are dedicated to meeting the challenge. Through better gear and game integration, Logitech G facilitates an ever greater gaming experience. From HERO, Logitech G’s most accurate gaming sensor to the most immersive, to LIGHTSYNC, Logitech G’s game-driven RGB technology.
Logitech remains the localization strategy of 'In China, For China.' As cloud computing in China continues to mature and evolve, Logitech has introduced a series of cloud-based peripheral products. Today, we are launching the new-generation Logitech G 魔方掌机, which not only sets a benchmark in the cloud gaming console market but also represents a significant step in expanding Logitech’s cloud ecosystem.
The launch of the Logitech G517 Wireless Gaming Keyboard highlights Logitech's deep insight into the gaming peripheral market. From product concept, storytelling, naming, and tagline creation to creative execution, Labbrand has demonstrated exceptional creativity and production capabilities, playing a crucial role in the G517's outstanding performance across commercial and e-commerce platforms. Moving forward, we look forward to collaborating with Labbrand again to create more personalized gaming peripheral products.
As Logitech's long-term strategic partner in brand building, we are delighted to see our latest collaboration receive widespread recognition and admiration from the market and players alike. The Logitech G517 ‘星巡’ Wireless Gaming Keyboard, ‘星阶’ Gasket Structure, ‘陨石轴,’ ‘碎岩音,’ and the tagline ‘指尖巡航，游我掌控’ all come together to weave an exciting journey of creativity. We are confident that the design philosophy behind this product will bring gamers a richer and more unique experience.
Associate Director, Verbal Branding Strategy
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