Intel Corporation formally unveiled a new brand identity today that represents a significant milestone in the company’s history and further signifies the company’s evolution to a market-driving platform solutions company. The key technologies behind Intel’s platform focus include the microprocessor, chipset and software that together enhance system performance and improve the overall user experience.

The famous ‘dropped e’ logo, designed 37 years ago by company founders Robert Noyce and Gordon Moore, will be replaced with a more traditional look.

The ‘Intel Inside’ slogan used on PCs and advertising materials will be replaced with ‘Intel. Leap Ahead’.

“‘Intel. Leap ahead.’ is a simple expression that declares who we are and what we do,” said Eric Kim, senior vice president and general manager of Intel’s sales and marketing group.

Intel has been driving a fundamental shift in its approach to the market that began with the development of the Intel® Centrino® mobile technology platform. The company reorganized itself around the platform model last year, and is now focused on four key market segment opportunities: mobile, digital home, enterprise and health. The company has also announced that it will deliver a new platform for the digital home – Intel® Viiv™ technology – in early 2006.

With the coming launch of new brands such as Intel Viiv technology, the new branding system simplifies and unifies the look and feel across Intel products and platforms in an effort to better communicate important characteristics and value to consumers. The system includes new logos for Intel Viiv technology and Intel Centrino mobile technology, and re-designed logos for individual processors, chipsets, motherboards and other Intel technologies. Each product logo also incorporates the new Intel logo.

“This is part of our heritage. Our mission at Intel has always been to find and drive the next leap ahead in technology, education, social responsibility, manufacturing and more, and to continuously challenge the status quo.”

The Intel name was designed to represent the company’s focus on integrated electronics but Intel is now focusing more on applications than pure technology.

Intel chief executive Paul Otellini will be giving more details of the rebranding during his speech at the Consumer Electronics Show in Las Vegas on Thursday. No details for the cost of the relaunch have been released.

Popularity: 1%