Intel Set to 'Leap Ahead' in 2006

The PC maker is planning a strong push to make PCs the staple of digital entertainment.
Posted December 30, 2005

Clint Boulton

Intel next week will kiss its long-time logo goodbye and add a new catch-phrase to focus on platforms that address mobile, digital home, enterprise and health.

The original Intel logo with a lower-case 'e' will be replaced with an oval swirl surrounding the company's name, according to Intel spokesman Bill Calder.

The Santa Clara, Calif.-based company also will unveil 'Intel. Leap ahead.', a new tagline to signify the company's growing commitment to offering customers the microprocessor, chipset and software, Calder said.

Intel Inside, a slogan embedded in the public's mind thanks to clever commercials with quirky celebrities such as The Blue Man Group, isn't going away. The company will retain a marketing program with that name to help helps PC makers like Dell and HP advertise products that use its chips.

''Intel has one of the most valuable brands in the world, and we intend to grow the value of our brand as we evolve the company,'' said Eric Kim, Intel senior vice president and general manager, in a statement.

''This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace.''

The move is a bit of a double entendre as the leading chipmaker moves into 2006 with a mission to enable more digital media on PCs and other computing devices everywhere.

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