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With the return of Belkin founder Chet Pipkin in 2012 Belkin introduced a new identity designed by Wolff Olins.

According to the official rationale the dotted silhouette Belkin brand identity is 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 2012 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.

The 2012 introduced Belkin logo, affectionately named PIP for People Inspired Products, symbolizes Belkin's commitment to take inspiration from people, and acknowledges the connection between people and the experiences they value most. [Ernesto Quinteros, Belkin’s Chief Brand Officer]