Intel Changes 'Inside' Logo - Softpedia

Intel Changes 'Inside' Logo - Softpedia: "Intel Corp., whose marketing made its computer chips a household name, is changing its logo for the first time in 37 years.

'Intel Inside,' which launched in 1991, went a long way in teaching PC users something about the important components inside their computers, and helped separate the identity of the microprocessor from, say, the memory chip or the graphics chip. The Santa Clara company will discard its 'dropped e' logo that Intel has used since its founding in 1968.

The company will also retire the 'Intel Inside' advertising logo it has used since 1991. Both made Intel the fifth-most valued brand in the world, according to Interbrand.

The new logo (simply 'intel' with the same swoop around the word that has circled the phrase 'Intel Inside'), and a tagline that includes the phrase 'Leap ahead,' will be formally announced today.

'We're aligning our brand strategy with our platform strategy,' said Bill Calder, a spokesman for Intel. The 'Intel Inside' campaign focused solely on the company's microprocessors, such as its popular Pentium line of chips. But Intel has changed its focus to include entire platforms, including the microprocessor as well as other surrounding chips and chip sets, such as Centrino for laptops able to surf the Internet using Wi-Fi, and the upcoming Viiv platform for home entertainment computers. The new logo aims to reflect Intel's focus on whole platforms, instead of just on its microprocessors.

'It was a great campaign and it really put us on the map with consumers,' said Calder. And the term 'inside' won't disappear completely from Intel's microprocessor lines. The company will use its new logo alongside the name of the processor and the word 'inside' with its chips,"