Intel has revealed a new logo for the first time since 2006. The new, minimalist logo, was revealed on the launch event for the new 11th Gen Tiger Lake Processors. Intel says that the rebrand focuses on Intel’s bid to go beyond PC chips and power innovations that improve the world. Intel has also made changes to its iconic five-note ‘bong’ which plays after every commercial.
This new logo will be only the third logo that the company will use since its inception in July of 1968. The first logo was with an “e” dropped below the rest of the name with alternating colored letters. That design lasted until 2006 when Intel revealed the second logo which added the now-iconic swirl around the name.
The newest one is a combination of the two previous logos. It has removed the iconic swirl and there was rather a gloomy explanation behind it. Intel’s Vice president John Coyne said that ever since the swirl was added in the logo, the brand “locked in an era” that “felt about 20 years ago.”
Intel’s Chief Marketing Officer Karen Walker wrote in today’s announcement that
We really felt our current brand kind of reinforced our current legacy versus our future. We seem to be looking backwards versus forwards. 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.
Karen Walker also said that the rebranded logo also shows Intel’s commitment to tackling world challenges, such as climate change, the digital divide, and the lack of diversity in today’s technology industry. “These driving forces made clear it was time for our external image to evolve to better represent the company we’ve become”.
We can expect to see the new logo and branding in all the future products.
