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Sunday, July 14, 2024

Logitech to Retire Blue Mic Brand, Consolidates Yeti and Astro into Logitech G

In a strategic move, Logitech acquired gaming headset manufacturer Astro for $85 million in 2017 and mic manufacturer Blue Microphones for $177 million a year later. These acquisitions have led to the consolidation of both brands into Logitech G, catering to gamers and streamers. While Astro will largely remain intact, the Blue brand will be discontinued.

Concerning the fate of the Blue Microphones brand, Logitech’s brand merger FAQ addresses the question. The response confirms that the Yeti brand will be retained and incorporated into Logitech G, while the Blue name will be utilized to represent the company’s cutting-edge technologies.

https://twitter.com/LogitechG/status/1666913291753467908?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1666913291753467908%7Ctwgr%5Ee48f8b4bd26267f171a67a00ca481cbe079f2382%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.theverge.com%2F2023%2F6%2F8%2F23589618%2Flogitech-blue-now-yeti-astro-merge-logitech-g-brands

“We’re very excited about Astro as a product series under Logitech G,” Logitech adds later.

The ongoing transition can be observed on Logitech’s website, where the presence of Yeti and Snowball microphones can still be seen.

However, these products now come bundled with “Blue VO!CE” without any separate links to a distinct Blue website or product page.

Analysis using The Wayback Machine reveals that this change has been implemented gradually over the past few months, as Logitech has been featuring “Yeti” microphones with Blue VO!CE on its website.

In contrast, Astrogaming.com, the official website for Astro gaming, remains operational and unaffected by brand integration.

Logitech’s Approach Differs from Competitors in Brand Integration

Logitech’s decision to minimize the Astro and Blue brands, both of which played significant roles in shaping the high-end gaming headset and microphone-for-streamers categories, differs from the approach of its rivals.

Companies like Corsair, HP, and Razer have maintained acquired brands with established legacies, continuing to sell products under those names.

For instance, Corsair still operates Scuf Gaming, Origin PC, and Elgato as separate brands, while HP sells headphones under HyperX, even though it acquired the company relatively recently.

Logitech itself has retained brands like Ultimate Ears, Saitek, and Jaybird after their respective acquisitions.

The reasoning behind Logitech’s decision to minimize the Astro and Blue brands remains unclear. It is possible that Logitech faced the choice between Blue and Yeti and opted to prioritize the Yeti name. The motivations behind this decision may become clearer with time.

https://twitter.com/LogitechG/status/1666883158787104768?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1666883158787104768%7Ctwgr%5Ee48f8b4bd26267f171a67a00ca481cbe079f2382%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.theverge.com%2F2023%2F6%2F8%2F23589618%2Flogitech-blue-now-yeti-astro-merge-logitech-g-brands

Logitech presents the merger of the Blue, Astro, and Logitech brands as a synergy-driven move. The goal is to provide users with the convenience of controlling all their products from these brands through the Logitech G software suite.

While some users prefer to avoid peripheral manufacturers’ software, Logitech aims to streamline the experience by integrating various products into a unified software platform.

Additionally, the anticipation for Windows to offer control over Logitech mouse RGB lighting suggests a desire for more seamless integration across devices and software in the future.

Lillian Hocker
Lillian Hocker
Lillian Hocker is a seasoned technology journalist and analyst, specializing in the intersection of innovation, entrepreneurship, and digital culture. With over a decade of experience, Lillian has contributed insightful articles to leading tech publications. Her work dives deep into emerging technologies, startup ecosystems, and the impact of digital transformation on industries worldwide. Prior to her career in journalism, she worked as a software engineer at a Silicon Valley startup, giving her firsthand experience of the tech industry's rapid evolution.

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