Hardware accessories vendor, Belkin, has given a face-lift to its brand by unveiling a new brand identity and revised company focus.
With a new brand logotype and logo, Belkin aims to deliver product solutions that enable people to realise their potential through the application of technology.
"The new Belkin logo, affectionately named PIP for People Inspired Products, symbolises our commitment to take inspiration from people and acknowledges the connection between people and the experiences they value most," Belkin chief brand officer, Ernesto Quinteros, said.
He added that the main goal of the range of products that the company introduces is to serve people in a future where connectedness will only increase – never the other way around.
To achieve the goal of creating people-inspired products, Belkin has improved on its strategy of listening to its customers and partners to build product solutions that improve upon daily challenges and anticipate evolving needs.
The rebranding follows the return of Belkin founder, Chet Pipkin, to the role of president and CEO.
The company also debuted new products at CES 2012 across the home automation, home entertainment, wireless networking and mobile accessories range.