Intel launches new brand identity

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Santa Clara, Calif.—In a move designed to position itself as a provider of products beyond microprocessors, Intel Corp. launched a new brand identity and tagline Tuesday at the Consumer Electronics Show in Las Vegas.

The new brand identity positions Intel as a provider of technology products around four key market segments: mobile, digital home, enterprise and health.

The company’s new tagline, “Leap ahead,” is designed to show how Intel develops market-driving platform solutions that improve how people work and live.

Changes to the brand identity include eliminating the widely known Intel Inside logo that has been used since 1991 to denote the use of Intel microprocessors by computer manufacturers; getting rid of the “dropped 'e' ” in the Intel logo; and changing logos for individual Intel brands.

The rebranding effort also includes print ads in publications including The Wall Street Journal, Financial Times and The Economist.

The company also announced it will be rolling out a new platform for digital home entertainment, called Viiv, in early 2006.

—Kate Maddox

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