Over the past few years, Logitech has been on a buying spree. Sometimes the purchases have been of previously powerful brands, like Blue Microphones. Sometimes it has been of growing brands, like Mevo cameras. But, the one thing Logitech has done universally is maintain the existing brands. Blue, Mevo, and ASTRO Gaming have all continued to exist under various Logitech departments. But, it appears that is coming to an end as Logitech is pulling its various brands together under the single Logitech G banner.
Blue Microphones history
Blue Microphones was originally created in 1995 by Martins Saulespurens and our friend Skipper Wise. The brand initially started out creating microphones for the recording industry but quickly grew to become one of the most well-known audio brands in gaming. Blue's Snowball and Yeti series of mics helped popularize high-quality audio capture for streamers, YouTubers, and content creators.
To capitalize on this success, Logitech acquired Blue in 2018, allowing the company to further expand its audio offerings. The company has continued producing products, such as the Yeti X, following the acquisition, but has not done a lot with the brand. The company has mostly focused on capitalizing on the existing brand loyalty and recognition in the content creator market.
ASTRO Gaming history
ASTRO Gaming was originally created by a group of hard-core gamers who wanted to create more immersive gaming experiences. They had a few basic goals: to provide superior sound quality, pinpoint accuracy, and outstanding comfort. The company quickly established itself as one of the leading brands in gaming headsets.
The company was particularly popular with esports teams and streamers due to its superior audio quality and comfort. ASTRO Gaming was acquired by Logitech in 2017, which looked to capitalize on the company's already-strong brand presence in the gaming sphere.
Mevo was originally created to give content creators high-quality cameras at a low cost. Mevo technology has been used in a variety of settings, including live streaming and esports events. Its cameras offer reliable streaming with crisp visuals and sound quality, allowing content creators to easily create high-quality videos from anywhere. In fact, Mevo powers our studio, as well as our CES 2023 studio.
In 2021, Mevo was acquired by Logitech to complement the company's other content creator product offerings. Mevo was not brought in under the standard brand, but instead under the Logitech for Creators brand, the originally planned home for the brands that the company owned to support content creators.
The future for all brands
The future of Logitech creator brands is not with individual names and identities, but instead under the Logitech G brand. A new update and FAQ on Reddit gives us some information on what to expect in the near and long term. The social channels for all of the primary brands - Blue Microphones, ASTRO Gaming, and Logitechfor Creators will be merging into the Logitech G social channels.
Some of the brands will continue to exist, some will be sunset, and some will become product lines instead. Mevo, for example, will likely continue to exist as it does (though there is no word on this for sure), but its parent will be going away. Logitech for Creators is no more, as it will be subsumed into Logitech G. ASTRO will not go away entirely, but will be the category name for Logitech G's premium gaming accessories above the existing Logitech G PRO line. Blue will go away as a product name, with the Yeti line falling directly under the Logitech G name. Blue will live on in the technology that powers those mics, such as BLUEVO!CE filters on headsets and mics).
There's no telling how abandoning years worth of product and brand loyalty will work out for Logitech. The company seems to think it's the right move, but it could hurt future adoption, as they will be building new loyalty under new names - especially for Blue Microphones. However, with the last few years of significantly lower quality products under the brand than the years where Skipper Wise was in charge, it might be time to move away from the name.