Logitech is killing off the Blue mic brand, will sell Yeti and Astro under Logitech G

theverge.com:

By Sean Hollister, a senior editor and founding member of The Verge who covers gadgets, games, and toys. He spent 15 years editing the likes of CNET, Gizmodo, and Engadget.

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Logitech bought gaming headset maker Astro for $85 million in 2017 and purchased mic manufacturer Blue Microphones for $177 million one year later. Now, it’s merging both into its Logitech G brand for gamers and streamers — but while Astro will largely continue, the Blue brand is getting axed.

“Will the Blue Microphones brand go away?” reads a question in Logitech’s brand merger FAQ. “We will be keeping the Yeti brand and moving it under Logitech G. The Blue name will be used to describe our technologies,” the answer begins.

Meanwhile, the Astro brand “will continue to live on as a premium console audio product series underneath the Logitech G brand,” says the company, adding that Logitech actually plans to launch a new Astro product in the near future.

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

“The Blue name will be used to describe our technologies”

You can already see the transition playing out on Logitech’s website, which still sells Yeti and even Snowball microphones that merely come “with Blue VO!CE” but no longer links to a distinct Blue website or product page. (The Wayback Machine shows me this isn’t a brand new change — Logitech’s been adding “Yeti” microphones with Blue VO!CE” to its website for months.) Astrogaming.com, however, still exists.

Logitech’s rivals generally haven’t axed acquired brands with a known legacy. Corsair, which gobbled up enough pieces to become a billion-dollar