Intel Re-brands, Leaps To New Logo
by Phillip Winn
Intel claims that 2006 is a leap year. It isn't. 2008 will be.
The claim is part of a change in Intel's branding. The old slogan, “Intel Inside,” is being retired, and the new slogan has been revealed: “Intel. Leap Ahead.”
The ubiquitous Intel logo has a new look, too. The 'e' no longer drops below the rest of the word, and the typeface is updated. Without “inside,” the logo is simply “intel” in the familiar swoosh. In some places, but not all, the “Leap ahead.” is added.
The original “dropped-e” logo was created by company founders when they began Intel 37 years ago, while the “Intel Inside,” which included the “dropped-e” style, was introduced in 1991.
The change in branding comes as Apple prepares to release new computers based on Intel's processors, and may help to sidestep concerns from some Apple faithful who lamented ever seeing “Intel Inside” on their Macintosh computers. Intel will also launch new chips code-named “Conroe” and “Yonah” in 2006, while fighting off increasing competition from chipmaker Applied Micro Devices (AMD). Intel has been trailing AMD in chip performance for servers and desktop computers, but it is widely believed that this year could finally see that trend reversed.
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