The new logo symbolizes our commitment to take inspiration from people
Belkin Case Study
Belkin, a consumer electronics accessories company founded in 1983, had successfully managed their business by being extremely responsive to their channel partners and introducing new product lines, expanding their assortment from their core cable business into routers, mobile accessories and home automation management systems. However, they recognized that in order to increase relevance with retailers and consumers, they needed to shift their focus from being manufacturing- led to brand-led. To jump start this transformation, they asked Wolff Olins to help them define their brand purpose and create a new brand expression and identity to carry the brand into the 21st century.
After conducting extensive interviews with the leadership team and influencers throughout the company, we designed an ethnographic research study to better understand the role of technology in people’s lives. Armed with a solid understanding of Belkin’s culture and ambition and consumers’ relationship and expectations of technology, we identified the opportunity for Belkin to leverage their insights-driven product development approach, and become the most human brand in their category. Although the product portfolio is very diverse, almost all of the offers help people stay seamlessly connected to each other, activities and things they love. In order to focus the organization on the philosophy that technology exists to serve people (and never the other way around), we worked together to articulate the brand’s purpose: to deliver innovative product solutions that enable people to realize their potential through the application of technology. This intention was distilled into the idea of “people-inspired products.” The new brand expression inspired by this strategy—a collection of five dots alluding to the human figure—has been affectionately named Pip. As Belkin chief brand officer, Ernesto Quinteros, said, “The new logo symbolizes our commitment to take inspiration from people and acknowledges the connection between people and the experiences they value most.”
In a global consumer research study, the new identity was described as active, strong and energetic yet simple and calm – all consistent with the overall strategy of delivering the most people-focused technology experience. The new strategy and identity were unveiled at CES 2012, where Belkin debuted new products across home automation, home entertainment, wireless networking and mobile accessories—each featuring the company’s new identity, and all developed based on a deep understanding of how technology can make people’s lives better, easier and more fulfilling. The rebranding coincided with founder Chet Pipkin returning to the organization as CEO and president. "Belkin has come a long way since the days I was building computer cables in my parent's garage," said Pipkin. "But I'm excited to be back leading the charge of a revitalized Belkin, one that is synonymous for quality, innovation, and, most of all, products inspired by the potential of people."
The moment I saw Mr. PIP, it made me smile. With its arms outstretched, I wanted to give it a hug