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Intel Overhauls Branding

Intel kicked off the new year by updating its brand image to focus on the company’s emerging strategy of featuring itself as a platform company rather than just a chip giant.

“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,” the Santa Clara, Calif.-based company said in a statement announcing the shift.

Going forward, the company will focus on four market segments, including mobile, digital home, enterprise and health. Intel also said it plans to deliver a new platform for the digital home, dubbed Viiv, early this year.

The company is rolling out new logos for Viiv as well as for its Centrino mobile line, along with re-designed logos for individual processors, chipsets, motherboards and other Intel technologies. They are also updating the Intel logo and the firm’s tag line will now be “Intel. Leap ahead.”

About the Author

Stuart J. Johnston has covered technology, especially Microsoft, since February 1988 for InfoWorld, Computerworld, Information Week, and PC World, as well as for Enterprise Developer, XML & Web Services, and .NET magazines.

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