Intel to urge customers to “Leap Ahead” and forget about “Intel Inside”

Intel to urge customers to “Leap Ahead” and forget about “Intel Inside”

SAN FRANCISCO - The world's leading chipmaker, Intel has announced that it will be retiring its now-famous Intel inside logo and will go for rebranding of its logo as it encourages faithful costumers to Leap Ahead.

The details of the new logo are slated to be announced at the Consumer Electronics Show in Las Vegas next week by Intel Chief Executive Paul Otellini. The Leap Ahead phrase will replace the "Intel Inside" phrase, but it will continue to be used as a marketing program, the company said. Intel also plans to jettison the "e" from its logo that has been associated with it ever since it was founded by Gordon Moore and Robert Noyce in 1968. The Intel Inside stickers started appearing in 1991 when Andy Grove was the CEO.

Eric Kim, who was promoted as the Chief Marketing Officer just weeks ago will take over the rebranding effort, the Santa Clara, California-based company said. "'Intel, Leap Ahead,' is a simple expression that declares who we are and what we do. This is part of our heritage," Kim elaborated in a statement.

The new brand also looks to phase out the Pentium range and lay the stress on its Centrino laptop chips plus the new range of PC and server processors that have been given the name "Viiv". These gadgets are supposed to showcase Intel's home entertainment line by integrating PCs into the digital environment.

Intel chips will soon adorn Apple's Mac range of systems although it is not yet clear if both the companies will launch a joint marketing effort.