NEW DELHI: “Don’t be encumbered by history. Go off and do something wonderful,” Intel co-founder Robert Noyce’s had once quoted. The same thought, decades later, has once again inspired the America-based technology company to embark on a major brand transition, the third since 1968. This time, the iconic ‘bong’ tone, composed by Walter Werzowa with just five notes inspired by the “Intel Inside” tagline of the brand has also been redone. It now plays via synth sounds instead of the classic blend of the xylophone and marimba chimes. The rebranding comes with the launch of its eleventh generation processors. 

The brand has also debuted a new minimalist logo that, according to brand’s SVP & CMO Karen Walker, reflects Intel’s commitment to accelerating progress against the world’s most critical challenges. This is the third major transition of the brand since its evolution. The first one was in 1969 and the other was in 2006.

She writes in a note available on Intel website, “Our new logo honours our past by bringing forward some of the strongest design elements while simplifying and modernizing them to bring dimension and breadth extending our brand into the future. Some may see “Intel Inside” as a sticker; to us, it’s a badge. We’ve reimagined our badges as simple expressions that give our products an individual identity while connecting them under the One Intel family. Blue remains the foundational colour of the Intel brand. In addition to our classic Intel blue, we will introduce new variants with an extended colour palette to add more depth and modernize our visual identity.”

She adds, “Our musical sound signature or “bong” will retain those iconic five notes recognized around the world, but a modernized version will roll out later this year.”

The brand is also executing against a new growth strategy, creating a new revenue mix and pursuing new market segments fueled by data and the rise of artificial intelligence, 5G network transformation, and the intelligent edge. 

Karen notes, “Rather than introduce everything at once, our plan is to roll out our brand over time. We start today with the launch of our 11th Gen Intel® Core™ processors, as they represent one of our biggest technical innovations in years. Moving forward, you will see the brand reflected in: our technology, our impact, and our team.”