SANTA CLARA, Calif., Jan. 3, 2006 – 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.
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.
"Intel has one of the most valuable brands in the world, and we
intend to grow the value of our brand as we evolve the company," said
Eric Kim, Intel senior vice president and general manager of the Sales
and Marketing Group. "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."
The new brand identity involves changes to the widely recognized
Intel Inside logo that was created in 1991, and the original Intel
"dropped-e" logo, which was created by Silicon Valley pioneers Robert
Noyce and Gordon Moore 37 years ago as they were forming their new
"integrated electronics" company. Intel’s new logo combines the essence
of both of these powerful symbols, building on Intel’s rich heritage,
yet also signaling the new direction the company is headed today. It
also includes a new tagline: "Intel. Leap ahead™." This tagline is
Intel’s unique brand promise and is designed to communicate what drives
Intel as a company, and what Intel makes possible.
"‘Intel. Leap ahead.’ is a simple expression that declares who we
are and what we do," said Kim. "This is part of our heritage. Our
mission at Intel has always been to find and drive the next leap ahead
– in technology, in education, social responsibility, manufacturing and
more – to continuously challenge the status quo. It’s about using Intel
technology to make life better, richer and more convenient for
everyone."
Source: Intel Press Release
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