airport sign
Intel greets visitors to the Consumer Electronics Show with its new logo at the Las Vegas airport.
The company officially unveiled the new slogan, "Intel. Leap ahead," Tuesday at the Consumer Electronics Show (CES) in Las Vegas, in a widely expected brand overhaul.
Intel is also dispensing with the dropped "e" corporate logo, which it created 37 years ago to symbolize "integrated electronics." Yet the company is not doing away with the "inside" designation altogether. The word will still appear on certain logos, although in much smaller form.
The new and redesigned logos are expected to delineate the company's efforts in four key market segments: mobile, digital home, enterprise and health, the company said. The company has launched several efforts to crack the digital home market over the past few years, but results have been mixed.
For instance, one of the new logos is for Intel's new Viiv technology, a chipset and accompanying software designed to power digital home entertainment centers. Due for release this year, Viiv (which rhymes with "five") computers will be designed to store music, record TV shows, and serve up family photos and videos.
"Intel Inside is from the PC-era," Calder said. "We do more than that today. We're not just about microprocessors. We're evolving the company and doing a lot more."
Centrino, Intel's brand of laptop chips, will remain a prominent part of the company's branding under the new marketing scheme as it continues to emphasize mobile technology. The company is giving its new "core" processors their own logos, while downplaying the Pentium M label.