Chicago (IL) - Days before Intel will reveal its revamped brand, chief executive Paul Otellini revealed in an interview some details about the firm’s ideas around the new tagline. He told Business Week that "feeling of movement around" the new logo" and that it "reflects the change" of the path Intel takes.

The "Intel inside" is the heart of a brand campaign that took Intel through its greatest periods of growth. But after almost 15 years, Intel believes it is time for a change. As we reported on Dec. 8, Intel already unveiled the new brand to its employees in a company-wide presentation. The brand will be officially unwrapped on Jan. 5 during Otellini’s keynote speech at the Consumer Electronics Show.

The most visible change will be Intel’s decision to get rid of the dropped ’e’ in its logo. Instead of using the tagline "Intel inside", the company will change to promoting "Leap ahead." Otellini told Business Week that the new brand reflects "that change, where we want to go." There’s a feeling of movement around [the new logo], and the tag line "Leap Ahead" certainly reiterates that," he said. Other sources told TG Daily that the new brand "will tell the world in a new way what Intel is all about, and what the company does."

Intel’s new processor logos

Instead of highlighting terms such as reliability, Intel’s brand will be injected with a sense of emotion in a move to create more excitement for the firm’s products - an excitement that surrounds other brands such as AMD and Apple today. Otellini indicated that Eric Kim, a former Samsung executive and newly appointed chief marketing officer at Intel was in charge of creating the new brand. "When Eric asked me if I had any sacred cows, I said no. He asked, what around the dropped "e" ? And I said if it makes sense, it’s time to do it. He was given pretty free rein to change," Otellini is quoted.

The brand "Intel" is currently valued at about $35 billion. Originally, the company name was derived from the firm’s original name "Integrated Electronics". Later on, the two words were combined and the "e" was dropped to highlight the separation of the two words. At the time, the name "Intel" was held by a hotel company and was purchased by the chip manufacturer for $15,000.

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