No more Intel Inside

AP reported Intel Corp. is launching a new corporate and brand identity that will include a reworked company logo, a change in its ubiquitous "Intel Inside" stickers and a shift away from the Pentium name for its microprocessors.

The Pentium name was used because they found out they could not trademark numbers, like 286, 386, 486. But I guess the reason they want people to look for a new trademarked name, is that people did not upgrade as much, if their new machine was going to be a Pentium, since that is what their old one was.

The changes, which will be formally announced Tuesday, come as the world's largest chip maker tries to market itself less as a chip outfit and more as a provider of platforms, such as its Centrino technology for notebook computers or its upcoming Viiv for entertainment PCs.

"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," said Eric Kim, Intel's chief marketing officer.

I wonder why Intel Inside did not show that, and why Leap Ahead does.

In one move, the company is removing the familiar dropped "e" from its logo, which has been little changed since the company was founded in 1968 by Gordon Moore and Robert Noyce. And like the recently revamped AT&T Inc. logo, the letters that make up "Intel" appear in lower case. Intel also is simplifying the "Intel Inside" stickers that first appeared on PCs in 1991 under then CEO-Andy Grove. But the marketing program in which Intel subsidizes PC makers who use Intel chips and stickers will continue, Intel spokesman Bill Calder said.