Intel Editorial: Sparking the Next Era for the Intel Brand
September 02 2020 - 2:00PM
Business Wire
New Brand Reflects Our Role as a Catalyst
for World-Changing Technology
The following is an opinion editorial by Karen Walker of Intel
Corporation:
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20200902005016/en/
Intel makes a leap into the future on
Sept. 2, 2020, with a transformed Intel brand that reflects the
company's essential role in creating technology that moves the
world forward. (Credit: Intel Corporation)
Intel, with our logo, bunny suits and iconic musical “bong,” is
a brand familiar to people worldwide – in fact, Forbes recently
named us one of the world’s most valuable brands. Built on 52 years
of innovation, a dedication to excellence, speed and performance,
the Intel brand has remained largely untouched for years, even as
the company has undergone a significant business evolution.
Today, we make a leap into the future, with a transformed Intel
brand that reflects our essential role in creating technology that
moves the world forward.
We are a different company than we were even five years ago. We
are actively executing against a new growth strategy, creating a
new revenue mix and pursuing new market segments fueled by data and
the rise of artificial intelligence, 5G network transformation and
the intelligent edge. Our diverse portfolio and the broader
ecosystem are unparalleled. As we enter new markets and broaden our
technology, we see an opportunity to play an even bigger role in
our customers’ success. Opportunity that starts with Intel
technology as the foundation – or spark – for the world’s greatest
innovations.
At the same time, we are a team of over 100,000 dreamers and
doers who believe strongly in our purpose: to create world-changing
technology that enriches the lives of every person on Earth. There
has never been a more urgent time to harness the breadth and scale
of our reach to make a positive impact for people, business and our
planet.
More: Intel Transforms Its Brand (YouTube video) | 11th
Gen Core/Evo Launch (Press Kit)
As a marketer, my aspiration for the new Intel brand is to
capture and convey both our business and cultural evolution through
a simplified, focused platform that supports our 2030 ambitions
while staying true to our history.
The new look and feel of the Intel brand is purposeful and
inspired by Robert Noyce’s quote: “Don’t be encumbered by history.
Go off and do something wonderful.” This quote has long served as a
source of inspiration and innovation across the company; it’s in
Intel’s DNA. The mantra has been our North Star, guiding
generations of workers to make a meaningful impact on the world.
This new brand is not only representative of the technology we
create, but also an embodiment of the human spark of ingenuity and
innovation that runs through the company.
The new Intel brand also reflects our commitment to accelerating
progress against the world’s most critical challenges. As our CEO
Bob Swan stated this year: Our world is facing challenges unlike
any we have seen before. The urgent need for action to address
climate change; the deep digital divide; the lack of diversity,
inclusion and equity in technology; and the global pandemic call
for a new era of shared responsibility. To address this, we have
raised the bar for ourselves and evolved our corporate
responsibility strategy to increase the scale of our work with
others to create a more responsible, inclusive and sustainable
world, enabled through technology and our collective actions. This
truth, in who we are and what the brand represents, infuses
humanity into everything we do. It brings solutions to our
customers that touch the lives of people across the globe.
These driving forces made clear it was time for our external
image to evolve to better represent the company we’ve become:
- Our new logo honors our past by bringing forward some of the
strongest design elements while simplifying and modernizing them to
bring dimension and breadth extending our brand into the
future.
- Some may see “Intel Inside” as a sticker; to us, it’s a badge.
We’ve reimagined our badges as simple expressions that give our
products individual identity while connecting them under the One
Intel family.
- Blue remains the foundational color of the Intel brand. In
addition to our classic Intel blue, we will introduce new variants
with an extended color palette to add more depth and modernize our
visual identity.
- Our musical sound signature or “bong” will retain those iconic
five notes recognized around the world, but a modernized version
will roll out later this year.
We know a new brand won’t come to life with new colors, sounds
and logo; it needs to be a unifying rally cry built on action and
aligned with our company purpose. We recognize that only through
time and a continued track record for excellence in innovation and
delivering for our customers will we shape and define
ourselves.
Rather than introduce everything at once, our plan is to roll
out our brand over time. We start today with the launch of our 11th
Gen Intel® Core™ processors, as they represent one of our biggest
technical innovations in years.
Moving forward, you will see the brand reflected in:
- Our technology. We will continue to create breakthrough
technology that enables our partners and customers to do more
wonderful for their businesses and the people they serve.
- Our impact. We will redouble our commitment to enabling
people to do something wonderful.
- Our team. We will celebrate our team and our ecosystem
of world-changers and all the wonderful things they do to impact
the world.
We welcome you to join us in this journey, to transform the way
you do business, to do something wonderful. Now is the time to take
this internal mantra out into the world and celebrate it –
celebrate you and all the things your work inspires others to
do.
All the world needs is an idea – and Intel Inside – to do
something wonderful.
Karen Walker is senior vice president and chief marketing
officer for Intel.
About Intel
Intel (Nasdaq: INTC) is an industry leader, creating
world-changing technology that enables global progress and enriches
lives. Inspired by Moore’s Law, we continuously work to advance the
design and manufacturing of semiconductors to help address our
customers’ greatest challenges. By embedding intelligence in the
cloud, network, edge and every kind of computing device, we unleash
the potential of data to transform business and society for the
better. To learn more about Intel’s innovations, go to
newsroom.intel.com and intel.com.
© Intel Corporation. Intel, the Intel logo and other Intel marks
are trademarks of Intel Corporation or its subsidiaries. Other
names and brands may be claimed as the property of others.
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version on businesswire.com: https://www.businesswire.com/news/home/20200902005016/en/
Tara Smith 503-696-2761 tara.smith@intel.com
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