Recognized as the global leader in connectivity solutions, this privately held company founded in 1983 is the machine behind innovations designed to give computer and consumer electronics users seamless integration. Today, Belkin continues to provide a diverse mix of networking solutions for people all around the world.
Belkin recognized that in order to increase relevance with retailers and consumers, they needed to shift their focus from manufacturing-led to brand-led. 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 twenty-first century.
To focus the company on the idea that tech exists to serve people, we articulated the brand’s purpose: people-inspired products. The new expression inspired by this strategy—a collection of five dots alluding to the human figure—is named Pip. Pip symbolizes Belikin’s commitment to take inspiration from people and acknowledges the connection between people and the experiences they value most. The new strategy and identity were unveiled at CES 2012, where Belkin debuted new products across its portfolio—each featuring the company’s new identity, and all developed based on an understanding of how technology can make people’s lives better.