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Aug. 23, 2001

By Tobi Elkin

NEW YORK ( -- Nintendo Corp. is the first marketer to use a new IBM Corp. logo that Big Blue hopes will hype its technological prowess, a move reminiscent

New push for Intel-like 'component maker' image.
of Intel Corp.'s ubiquitous "Intel Inside" program.

When Nintendo takes the wraps off its highly anticipated GameCube today in Japan, the console's packaging will sport the new IBM Technology mark. The GameCube is built with a copper PowerPC processor supplied by IBM.

Hyping its technology
The logo, a collaboration of IBM's in-house design team and several outside agencies, is part of a companywide push to flag IBM's success as a supplier of key components to consumer products.

IBM is a leading supplier of microprocessors, storage and other components to a variety of consumer devices including MP3 players, digital cameras, cell phones and handheld devices.

The logo could also appear on products,

GameCube is the first product to carry the new IBM logo.
advertising and collateral material if marketers choose to deploy it that way. IBM has not determined whether it will use the logo program in its own advertising.

"We've developed this mark to create recognition for IBM as a leader in providing advanced technologies," said Lee Green, director of identity and design for IBM Corp. "We're interested in making what would otherwise be invisible visible."

Brand cachet
The program also allows IBM customers such as Nintendo access the IBM brand's cachet, Mr. Green said. He declined to name additional marketers that will use the mark, but he said there will be others before the end of the year.

At first glance, the logo program looks similar to Intel's "Intel Inside" co-op advertising program, but no money is exchanged.

"This is really quite different than Intel's program. It is not a fee-based program. We're not offering co-op marketing development dollars" as an incentive to use the mark, Mr. Green explained.

The program extends to IBM's microprocessor business, storage and speech and voice technologies, and in the future, software. The costs to IBM are "fairly minimal," Mr. Green said. "We're not modifying our packaging or our products."

Copyright August 2001, Crain Communications Inc.

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