i_lag Posted January 3, 2006 Posted January 3, 2006 source SAN FRANCISCO (Reuters) - Intel Inside is out. The world's biggest chipmaker said on 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 Corp. 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 in the 1990's and helped it build the world's No. 5 brand , worth an estimated $36 billion, according to consultancy Interbrand. The company said that although the " Intel Inside" tagline will disappear, it will retain a marketing program with that name in which Intel helps PC makers advertise products that use its chips. ADVERTISEMENT Chief Executive Paul Otellini is set to unveil details of the campaign during next week's Consumer Electronics Show in Las Vegas, which features a plethora of upcoming gadgets from digital music players to wearable lamps. Intel is counting on the consumer appetite for digital media and networking to drive business as the PC market slows and as rival Advanced Micro Devices Inc. makes inroads into the markets for laptop and server computers. The brand overhaul also puts a new face on an internal shift accelerated since Otellini took the helm of the company in May. "This is essentially the extension of the Otellini legacy, moving the platform strategy up through full marketing of the firm," said Eric Ross, an analyst with ThinkEquity Partners, who has "buy" ratings on both Intel and AMD. The changes take the focus off individual chips and put it on "platforms" that the company hopes will spur the integration of Intel -based computers with digital media and networks in homes, businesses and schools. The new campaign also plays down Intel 's venerable Pentium brand while emphasizing its Centrino line of laptop chips and a new effort called "Viiv," which aims to integrate PCs into home entertainment such as by recording TV shows and sending them to other devices. "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 cell phones, and for the next 10 years is probably consumer electronics, and Intel has done a really poor job of penetrating those areas," Ross said. Intel also for the first time revealed that its new chip for laptop computers, so far known as Yonah, will be marketed as Core. That processor, a key part of Viiv, will debut early next year and will be a major product launch as Intel seeks to regain ground in the mobile market against AMD. The brand overhaul comes just weeks after the Santa Clara, California-based company elevated Eric Kim to the role of Chief Marketing Officer. Intel hired Kim away last year from Samsung Electronics, where he was credited with helping to forge a brand to take on industry stalwarts such as Japan's Sony Corp. hmm interesting.... well as it said...intel is moving away(somewhat) from PC and coming into the consumer electronics market.... thoughts, suggestions, comments, concerns, querries? please disscuss(i dont know what to think ) Share this post Link to post Share on other sites More sharing options...
nVidia_Freak Posted January 3, 2006 Posted January 3, 2006 Pics for those interested... I personally like the 'old' logo better, but change is good. The slogan is decent, no worse or better than "Intel Inside." EDIT- Actually, I like this logo, but I'd like the processor logos more if there was some color Share this post Link to post Share on other sites More sharing options...
Mr.Who? Posted January 3, 2006 Posted January 3, 2006 Pics for those interested... I personally like the 'old' logo better, but change is good. 609527[/snapback] I agree with you on that one but I won't have to worry about Intel after I build my new Rig. I'll be plastering the case this time with AMD logos Share this post Link to post Share on other sites More sharing options...
cchalogamer Posted January 3, 2006 Posted January 3, 2006 If it ain't broke don't fix it... Well it's Intel...if anyone can screw something up they can :-\ Share this post Link to post Share on other sites More sharing options...
bigred Posted January 3, 2006 Posted January 3, 2006 I'd be like ford dropping the F off thier pickup truck line. I don't like this marketing move. the rest of thier plan makes perfect sense, move away from head to head with AMD and go after EVERYONE else. Share this post Link to post Share on other sites More sharing options...
ant84 Posted January 3, 2006 Posted January 3, 2006 Those logos look pretty bad to me. At least they should have added some color into it. Thats the best they can do after 37 years? Share this post Link to post Share on other sites More sharing options...
bigred Posted January 3, 2006 Posted January 3, 2006 actually the first one looks an awful lot like the old one they used in the 3x86 and 4x86 era. while the lower ones look like the PIII / Celeron mobile ones. not really creative if you ask me. at least AMD seems to be creative to some extent. Share this post Link to post Share on other sites More sharing options...
Kamikaze_Badger Posted January 3, 2006 Posted January 3, 2006 I'd be like ford dropping the F off thier pickup truck line. I don't like this marketing move. the rest of thier plan makes perfect sense, move away from head to head with AMD and go after EVERYONE else. 609538[/snapback] Does this mean that AMD is soon to follow? Share this post Link to post Share on other sites More sharing options...
hockeyrcks9901 Posted January 3, 2006 Posted January 3, 2006 Fugly...like bigred said, the idea to stop competing so much head to head is a good one but I don't like the new logos or slogon. Share this post Link to post Share on other sites More sharing options...
oblivescence Posted January 3, 2006 Posted January 3, 2006 i guess they decided to save money and go with only one color ink. wow, talk about thrifty. Share this post Link to post Share on other sites More sharing options...
Fireonice Posted January 3, 2006 Posted January 3, 2006 now they jsut need to come out with a desktop single core prossor that beats amd for just as cheap. Share this post Link to post Share on other sites More sharing options...
romeo55 Posted January 3, 2006 Posted January 3, 2006 i wonder how much intel poured into there marketing team to get this one out... i say like 5 bilion dollars? Share this post Link to post Share on other sites More sharing options...
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