Intel s Intel Unveils New Brand Identity

Intel formally unveiled a new brand identity today that
represents a significant milestone in the company’s history and further
signifies the company’s evolution to a market-driving platform solutions
company. The key technologies behind Intel’s platform focus include the
microprocessor, chipset and software that together enhance system performance
and improve the overall user experience. Intel’s new
logo combines the essence of both of these powerful symbols, building on Intel’s
rich heritage, yet also signaling the new direction the company is headed today.
It also includes a new tagline: “Intel. Leap ahead™.” This tagline is Intel’s
unique brand promise and is designed to communicate what drives Intel as a
company, and what Intel makes possible.

Intel Intel Unveils New Brand Identity

Intel Corporation formally unveiled a new brand identity today that
represents a significant milestone in the company’s history and further
signifies the company’s evolution to a market-driving platform solutions
company. The key technologies behind Intel’s platform focus include the
microprocessor, chipset and software that together enhance system performance
and improve the overall user experience.

Intel has been driving a fundamental shift in its approach to the market that
began with the development of the Intel® Centrino® mobile technology platform.
The company reorganized itself around the platform model last year, and is now
focused on four key market segment opportunities: mobile, digital home,
enterprise and health. The company has also announced that it will deliver a new
platform for the digital home – Intel® Viiv™ technology – in early 2006.

With the coming launch of new brands such as Intel Viiv technology, the new
branding system simplifies and unifies the look and feel across Intel products
and platforms in an effort to better communicate important characteristics and
value to consumers. The system includes new logos for Intel Viiv technology and
Intel Centrino mobile technology, and re-designed logos for individual
processors, chipsets, motherboards and other Intel technologies. Each product
logo also incorporates the new Intel logo.

“Intel has one of the most valuable brands in the world, and we intend to grow
the value of our brand as we evolve the company,” said Eric Kim, Intel senior
vice president and general manager of the Sales and Marketing Group. “This
evolution will allow Intel to be better recognized for our contributions,
establish a stronger emotional connection with our audiences, and strengthen our
overall position in the marketplace.”

The new brand identity involves changes to the widely recognized Intel Inside®
logo that was created in 1991, and the original Intel “dropped-e” logo, which
was created by Silicon Valley pioneers Robert Noyce and Gordon Moore 37 years
ago as they were forming their new “integrated electronics” company. Intel’s new
logo combines the essence of both of these powerful symbols, building on Intel’s
rich heritage, yet also signaling the new direction the company is headed today.
It also includes a new tagline: “Intel. Leap ahead™.” This tagline is Intel’s
unique brand promise and is designed to communicate what drives Intel as a
company, and what Intel makes possible.

“‘Intel. Leap ahead.’ is a simple expression that declares who we are and what
we do,” said Kim. “This is part of our heritage. Our mission at Intel has always
been to find and drive the next leap ahead – in technology, in education, social
responsibility, manufacturing and more – to continuously challenge the status
quo. It’s about using Intel technology to make life better, richer and more
convenient for everyone.”