12/29/2005

Intel to Unveil Massive Branding Strategy

Filed under: — By Aviran Mordo @ 9:10 pm

Intel New LogoIntel 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, which will be formally announced Tuesday, 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, Intel’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. And 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, Intel spokesman Bill Calder said.

Intel, based in Santa Clara, also is announcing that its next-generation processors for mobile computers will be called “Core” rather than “Pentium M.” Processors with a single computing engine will be known as “Core Solo,” while chips with two engines will be called “Core Duo.”

Eventually, it’s expected Intel will completely retire the Pentium brand that was introduced in 1993.

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.

Source: AP

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