Originally published January 24 2006
Intel to drop its 37-year-old logo
by Mike Adams, the Health Ranger, NaturalNews Editor
Intel is letting go of its "dropped e'' logo that it has used since 1968, as well as the "Intel Inside'' logo it has used since 1991. The company plans to unveil a series of logos based around platforms of technologies.
Nothing is sacred at Intel these days -- not even its 37-year-old logo created by the chip giant's founders.
The Santa Clara company will discard its ``dropped e'' logo that Intel has used since its founding in 1968.
The company also will retire the ``Intel Inside'' advertising logo it has used since 1991.
Intel Chief Executive Paul Otellini initiated the search for a new brand when he hired Eric Kim as chief marketing officer a year ago.
The new campaign starts with a major TV and print advertising campaign that begins next week in advance of the Consumer Electronics Show in Las Vegas, which Otellini will address Thursday.
Calder would not say how much money Intel will spend, but he acknowledged the figure is likely to run into the hundreds of millions.
According to Kim's research, Intel's name and brand were associated with microprocessors, even though the company's technologies stretch into personal computers, communications, cell phones, handhelds and set-top boxes.
What's more, the collection of Intel logos for specific products had become a mess -- the company has 18 logos for its products.
Kim made a case that Intel could benefit by updating the brand even if it meant changing the logo created by Intel founders Robert Noyce and Gordon Moore more than 37 years ago.
Calder said Intel will continue its ``Intel Inside'' marketing subsidy programs, in which it gives PC makers money to advertise their computers with Intel chips.
The new brand will emphasize the PC's growing usefulness in the living room as a digital entertainment hub and will square off against Intel's ``Viiv'' group.
AMD plans to create alliances with companies that make living room products, such as set-top boxes, said Hal Speed, a marketing architect at AMD in Sunnyvale.
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