Intel Rebranding Itself in Push as Platform Provider

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 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 Centrino for notebook computers or the soon-to-be-released Viiv technology 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.

One of the changes includes removing the familiar dropped “e” from its logo, which has been unchanged 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 lowercase.

Santa Clara, Calif.-based Intel also is revamping the “Intel Inside” stickers that first appeared in 1991 under then-Chief Executive Andy Grove. The new version has the same format across all the company’s chip lines. But the marketing program in which Intel pays PC makers who incorporate Intel products will remain, Intel spokesman Bill Calder said.