Intel replaces logo and slogan

Intel Corp. has decided to replace the old “Intel Inside” campaign in favor of a new logo and tag line that includes the phrase “Leap ahead.” The logo and tag line will be formally announced on Jan. 3.

As part of the major re-branding effort, the 37-year old Intel logo, its name in lower case letters and a dropped “e,” which was created by Silicon Valley pioneers Robert Noyce and Gordon Moore, has been, well, dropped. The new logo is simply “intel” with the same swoop around the word that has circled the phrase “Intel Inside” for over two decades.

“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.

“As we evolve as a company, it makes sense to evolve our brand,” said Calder.