The new logo will light up a new era for Intel's brand

             New brand reflects Intel’s role as a catalyst for global technology change

Intel, with its logo, bunny suit and signature music, “bong” (“light, light, light”), is a household name around the world. In fact, Intel was recently named one of Forbes’ most valuable brands in the world. For 52 years, Intel’s brand has remained constant, with its unrelenting pursuit of innovation, excellence, speed and performance, and through major business changes.

Today, we’re taking a big step into the future with the launch of a new Intel brand that reflects the important role we play in creating technology that drives progress around the world.

Intel is a different company than it was five years ago. We are aggressively executing new growth strategies, creating new revenue mixes, and expanding into new market segments driven by data and emerging artificial intelligence, 5G network transformation, and the intelligent edge. We have an unmatched diverse portfolio and a broader ecosystem. As we enter new markets and expand our technology, we will play an even greater role in future customer success. Intel technology has become the cornerstone and spark of the world's greatest innovations.

At the same time, Intel is a team of more than 100,000 dreamers and doers, all of whom believe in a common purpose: to create world-changing technology that benefits everyone on the planet. In this unprecedented and urgent time, we will use the breadth and scale of our influence to create positive impact for people, businesses and the entire planet.

As a marketer, my vision for Intel’s new brand is to capture and communicate the company’s business and cultural transformation through a minimalist, focused platform that supports our 2030 ambitions while staying true to our history.

The new look and feel of Intel’s brand reflects our purpose and is inspired by a quote from Robert Noyce, one of Intel’s founders: “Don’t be held back by history. Let it be.” This quote has long been a source of inspiration and innovation for the entire company and is deeply ingrained in Intel’s DNA. This slogan has also been our North Star, guiding generations of Intel people to create a positive impact in the world. Intel’s new brand not only represents the technology we create, but also embodies the human ingenuity and innovative spirit that runs throughout the company.

The new Intel brand also reflects our commitment to "accelerate solutions to the world's toughest challenges." As CEO Bob Swan recently said, our world today faces many serious challenges, including the urgent need to take action to address climate change; the serious digital divide; the lack of diversity, inclusion, and fairness in technology; and the current global pandemic calls for a new era of shared responsibility. To address these issues, we have raised our standards and improved our corporate responsibility strategy to expand the scale of our cooperation with all parties, gather collective strength through technology, and create a more responsible, inclusive, and sustainable world.

Who are we? What does our brand stand for? The truth is that we put people first in everything we do. Providing solutions to our customers that benefit every person on the planet.

These dynamics made it clear to us that it was time to evolve our external image to better communicate the new meaning of the company.

Our new logo takes some of the strongest design elements from our history, simplifies them, modernizes them, and adds new dimensions and breadth to the Intel brand into the future.

"Intel Inside" may be seen by the public as a label; for us, it is a badge. We redesigned the badge into a simple presentation that gives Intel products a unique identity while bringing them together as one Intel family.

Blue remains the primary color of Intel’s brand. In addition to the classic Intel Blue, we will introduce new variations that add richness and modernize the visual identity through an expanded gradient color palette.

Our signature music “bong” (“lights, lights, lights”) will retain the five iconic notes everyone knows, but in a more stylish version coming later this year.

We know that a new brand identity doesn’t just come from new colors, voices and logos; it must have a unified voice that is grounded in action and aligned with the company’s purpose. We believe that we can only shape and define ourselves by consistently delivering exceptional innovation to our customers.

Our plan is to roll out the branding over time rather than releasing all of the updates all at once, and today we’re starting to roll out the new brand with the launch of our 11th Gen Intel Core™ processors, one of our biggest technology innovations in years.

In the future, you will see the Intel brand reflected in:

Our technology. We will continue to create breakthrough technologies to help our partners and customers achieve more for the businesses and individuals they serve.

Our impact. We will redouble our commitment to helping people achieve great things.

Our team. We will inspire our team and ecosystem partners who are changing the world to achieve great things together and benefit the world.

We welcome you to join us in transforming the way you do business and making a difference. Now it’s time to take this internal slogan to the world, celebrating you and your contribution to inspiring others.

All the world needs is an idea and "Intel Inside" to achieve wonderful things!