New Intel identity
Intel refreshed their identity. They took the loose circle element from the all familiar intel inside sticker and used it for the intel logo itself. On one hand this was a good move because the orbit was very well known and very much identified with intel. On the other hand the orbit is a highly overused design element in the technology and internet sector, especially in it's current slightly squashed form.
The e with the shifted baseline was dropped. This graphical solution was there since 1968 when Gordon Moore and Robert Noyce founded intel. I never liked this strange typography, so I'm glad it's gone.
Another trendy and overused graphical device is introduced into the new logotype. The partly straight, partly rounded corners. It looks great at this moment in time, but it will make the logo age quick. In two years time this typeface will look very outdated. But than who will stop them changing it every two years, so I don't think it's a bad move at all.
The color is still blue, but not the electric one. A more humane shade is chosen. Intel has become a big corporation. It has to play by those corporate rules. Nothing fancy, nothing too flashy.
The tagline, in its current position gets a lot of attention and I'm sure that was the designers intention. Leap ahead — I wonder if this is a call to action for the consumer? The computer maker? Or for intel internally? I guess it's more of a generic philosophy. I like it, because it's dynamic and not a cliche.
Overall, there is nothing exciting about the new logo and it's a safe transition from the old identity. It's professional and will not scare investors. It does not deliver the message that this company is about innovation. Of course a logo on it's own can not and should not build a brand on it's own. Let's see if the communication complements the what the logo tells me about intel.
For reference see the old logos below:
- Ivan's blog
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I like it.
It looks better than the old logo I think...
...though I still don't want to buy an Intel Mac!
Intel gets a pass on the orbit
Intel have had that orbit logo for ages. It's not like they're getting on a bandwagon by using it. If anything they may be responsible for inspiring the orbit type logos.
On a tangent: could it be the reason why we see so many orbited logos these days is because so many companies have names that are conjured by an AI. The name of the company on its own doesn't evoke anything.
For instance, how do you make a logo of a made up word like "Herata" (made up). In the past companies were named for what they do or for their founder. Far easier to make a logo of an accepted concept like manufacturing than it is to invent a new iconography for something that has no real definition.
Apologies for the ramble, I haven't slept much lately so I can't be blamed for being incoherent. :)
Looks like Adrants doesn't
Looks like Adrants doesn't like the new tagline. Not a bit.
And the author is?
Who designed it?
Who designed the new Intel.
Futurebrand worked with Intel on the new identity.
I'm not a huge fan of the aesthetics of the new logo, but it is otherwise a great success, in my opinion. As I see it, they have effectively reduced "Intel Inside" to one word. And they have combined a word mark "Intel" and a logo "Intel Inside" into one mark. Much more coherent.
That said, it remains to be seen whether or not their new tag line is posturing or actually means something other than "we wish". From a processor point of view, they have been playing catch up with AMD for a few years.
I have a feeling they will be working on their positioning to take them away from the perception of a processor based company. At least, they better be, or they might end up eating their words.
Thanks for the info.
Thanks for the info. Futurebrand does great stuff!
Why Intel is still using a sircle
Companies like Intel simply can't change their logo to something totally different from what they had before. Their original sign was sure old and out-dated. But it was well recognized and... respected. So, changing it to a square, or a triangle would result in a confusion of many potential buyers, who already saw the old logo. It would have been too risky. So they decided to simply "brush up" and "stream-line". Just like UPS.
As for the new logo itself, I find it un-finished. The circle is not well shaped and there is something with the spacing between letters. The type is also over-used.
second look
Taking a look at the image after reading the above comment regarding the unfinished-ness of the orbit circle I noticed something I hadn't noticed before.
The orbit isn't really an orbit as it instead spirals. If you were to continue the curve using the same exponent it would just spiral around rather than becoming a link. Take a minute and stare at and, if you're as insane as I, you might see the logo start to take on a shape similar to "@".
http://restiffbard.com/
the orbit element really is
the orbit element really is everywhere! just during lunch now i saw a packet of P.K chewing gum. and check out their site - orbits everywhere!
i think they've done a good job updating the logo. only thing that bugs me is that the "e" in "intel" looks out of place... it's not like the other letterforms...
oh yeah, i did notice that it was not really an orbit... the top 'semi-circle' kind of spirals in... which also looks kind of odd and disjointed to me. :/
http://www.PostPixel.com.au
the 'n' is oh so ugly
i would call the logo just a 'step ahead' :p
i like the i,e,l letters.
but the 'n' belongs to an 80s futuristic font. already outdated.
i agree with ivan that the logo wont have a fresh look for long.
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the best often die by their own hand
just to get away,
and those left behind can never quite understand
why anybody would ever want to get away from them