INTEL LAUNCHES NEW BRANDING CAMPAIGN
SANTA CLARA - 01/27/06 - Global tech giant Intel Corp. is launching a new corporate and brand identity that will include a reworked company logo, a change in its ubiquitous "Intel Inside" stickers, and a shift away from the Pentium name for its microprocessors.
The changes come as the world's largest chip maker tries to market itself less as a chip outfit and more as a provider of platforms, such as its Centrino technology for notebook computers or its upcoming Viiv for entertainment PCs.
"This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace," said Eric Kim, the company's chief marketing officer.
In one move, the company is removing the familiar dropped "e" from its logo, which has been little changed since the company was founded in 1968 by Gordon Moore and Robert Noyce.
Like the recently revamped AT&T Inc. logo, the letters that make up "Intel" appear in lower case.
Intel also is simplifying the "Intel Inside" stickers that first appeared on PCs in 1991 under then CEO-Andy Grove. But the marketing program in which Intel subsidizes PC makers who use Intel chips and stickers will continue, said ntel spokesman Bill Calder.
The company's logo will also include a tag line, "Leap ahead." It's "a simple expression that declares who we are and what we do," said Kim, who joined Intel last year from Samsung.
According to tech industry sources, Intel microprocessors will also soon be found at the core of Macintosh computers, though it's unclear whether Apple Computer Inc. will participate in Intel's marketing programs.
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