Intel’s Not Inside Anymore

USA TODAY: The world’s biggest chipmaker said Thursday it will scrap its 37-year-old logo and well-known tagline as part of a major rebranding that will emphasize its shift away from its core PC business and into consumer products.
The original Intel logo featuring a lowered “e” will be replaced with one showing an oval swirl surrounding the company’s name.
The phrase “Leap ahead” will supplant “Intel Inside,” which launched the Silicon Valley giant into public awareness and helped it build the world’s No. 5 brand, worth an estimated $36 billion, according to consultancy Interbrand.
“The reason they are doing this is they need to move away from the PC to being a solution provider. The real growth for the next five years is cellphones, and for the next 10 years is probably consumer electronics, and Intel has done a really poor job of penetrating those areas,” said Eric Ross, an analyst with ThinkEquity Partners, who has “buy” ratings on both Intel and AMD.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.