Intel is changing its logo, for the third time in history. The company is debuting a more minimalist look as part of a major brand overhaul.
Intel Chief Marketing Officer Karen Walker said in an interview “We felt our current brand kind of reinforced our current legacy versus our future. We seem to be looking backward versus forwards.”
The first logo was designed when Intel was founded in 1969, with an “e” dropped below the rest of the name with alternating colored letters. That lasted until 2006 when Intel added the now-iconic swirl around the name. The 2020 version is a combination of the two, including eliminating the swirl, which John Coyne, Intel’s vice president of Intel, said had the brand “locked in an era” that “felt about 20 years ago.”
According to Karen Walker, the company’s iconic brand is “in fear of losing relevance” despite being named by Forbes as the 12th most valuable brand in the world. However, she said the competitive pressure of the industry is a “good thing” because it will “sharpen our edges.” To make the change, the company looked to evolve its brand strategy from being “at the 30,000-foot level” to something that’s more “anchored and is tied to our business.”
Intel is moving beyond blue to a broader color palette, adding a lighter blue that will be used alongside orange, black, and yellow in marketing and ads. The color palette also allows Intel to localize marketing based on colors. For example, red is important in Japan, so Intel’s marketing in the country will include red.