10.1.2012 Wolff Olins

Belkin Unveils New Brand Identity and Focus at the 2012 CES

Belkin today unveiled a new brand identity committed to creating people-inspired products that help all of us stay seamlessly connected to the people, activities, and things we love. With the new brand logotype and logo, Belkin communicates its goal of delivering innovative product solutions that enable people to realize their potential through the application of technology. Belkin's new brand identity will be on display in the Belkin booth (South Hall #30651) at the 2012 International Consumer Electronics Show (CES) in Las Vegas.


"The new Belkin logo, affectionately named PIP for People Inspired Products, symbolizes our commitment to take inspiration from people, and acknowledges the connection between people and the experiences they value most." said Ernesto Quinteros, Belkin's Chief Brand Officer. "In a future where connectedness will only increase, our products have one common goal, to ensure that technology exists to serve people, and never the other way around."


To achieve the goal of creating people-inspired products, Belkin vows to listen to our customers and partners to build product solutions that improve upon daily challenges and anticipate evolving needs. In other words, to make products that people desire and that make their lives better.


The rebranding comes on the heels of the return of Belkin founder, Chet Pipkin, to the role of president and CEO. "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."


On the CES show floor for the first time since 2008, the innovations showcased in the Belkin booth in 2012 reflect this renewed emphasis on making quality products that enhance the role of technology in people's lives.