Established in 1983, Belkin designs and produces a broad range of consumer electronic products, from routers, to mobile accessories, to a perplexing but always life-saving range of USB and cables — or, as they so eloquently and on-brand put it, “Belkin products connect the dots between people and technology.” To coincide with, CES, the biggest electronic show — and with the return of Belkin founder, Chet Pipkin (pay attention to the name) — Belkin has introduced a new identity designed by Wolff Olins.
Belkin today unveiled a new brand identity committed to creating people-inspired products that help all of us stay seamlessly connected to the people, activities, and things we love. With the new brand logotype and logo, Belkin communicates its goal of delivering innovative product solutions that enable people to realize their potential through the application of technology. […]
“The new Belkin logo, affectionately named PIP for People Inspired Products, symbolizes our commitment to take inspiration from people, and acknowledges the connection between people and the experiences they value most.” said Ernesto Quinteros, Belkin’s Chief Brand Officer.
— Press Release
First of all: This is how you sell a brand and an identity to a CEO. You sit down a guy with the last name Pipkin and tell him his company is about People-inspired products and that the icon in his new logo is nicknamed PIP and you have sign-off, baby. I’m not saying this is what went down and sarcasm aside, one of the hardest things of implementing an identity at this level is to get CEOs to care and to put their leadership behind the change. Give them a good story — never mind the typeface choice or color palette or animation — and they’ll put their weight behind it. PIP is a great story.
The old logo was pretty adequate. Belkin could have used this for another twenty years and no one would have complained. So it’s nice to see a company wanting to proactively improve on its identity more than reacting to something being old or ugly. The moment I saw Mr. PIP, it made me smile. With its arms outreached I wanted to give it a hug. It’s a simple and elegant icon with a strange balance of warmth and technology, like those pet robots that wag their tail when you turn them on. It’s also perfectly in line with the brand language and positioning. The typography isn’t anything to get too excited about, unless you find this ongoing Bauhaus revival utterly exciting; I’ve never been a huge fan of the bottom-stemless “b” but that’s just me. The wordmark is very nicely done and pairs very well with the icon. The bright, fluorescent green is a nice brand element and helps offset the otherwise black-and-white aesthetic. Overall, this is a fantastic improvement for a company that already has a good standing with solid products and track record.