Keep in mind that that swirlie didn’t come out of nowhere—it’s better to compare the new logo to the old logo with the “Intel Inside” branding, which had the swirlie. They incorporated the swirlie into the logo text in part so the “Leap Ahead” branding doesn’t take up as much space now.

The logo definitely looks a lot more like the logo of a company that builds components for modern digital equipment. Unfortunately in that typeface I don’t think the ‘e’ fits in as well (that may have been why they subscripted the ‘e’ in the old logo to begin with). Part of it is probably that the ‘n’ doesn’t have as much curve to it, so the extreme roundedness of the ‘e’ sticks out more.

I do like it more than the old one.

I think it’s an improvement because the old logo was beginning to show its age… but my initial reaction was negative, there seems to be a mix of 2- and 3-D elments (with the swirl, and the base of the I and the L) which is visually quite confusing… maybe they could/should have done something with the dot on the I…

Leap ahead, though, seems like a great tagline.

The dropped e on the old one did not make much sense to me, but the new one almost seems too generic, thanks to ‘Intel inside’. The real answer is ‘It depends’: if there is a sincere desire to reposition, and not much beyond that, then this evolved logo blending two earlier ones might be OK. Any grander changes within Intel will necessitate something more different.

Well, it’s no ‘leap ahead’. Frankly, I’m disappointed that the swirl/elipse/arc design element is still being repackaged these days. I understand the desire to link to the legacy logo, but isn’t one of the objectives of a redesign to say that ‘this isn’t the same old company’?. And can someone tell me why that visual blight – the registered ‘r’ mark – is so dominant in nearly every logo except Apple’s? Wonder how much the design company got paid for this tweak.

Read my opinion about the new identity:
http://creativebits.org/new_intel_identity

See, I never recognised the old Intel logo with dropped ‘e’, because it never appeared on any products.

The ‘Intel Inside’ with pen-drawn circle appeared on packages.

So is this logo going to be the company logo, or the logo they use to brand computers?

I agree with advertisingwithoutpity. Intel inside has always been what intel is all about. We all know that intel provides the technology “inside” PCs.

Changing the tagline to “Leaping Ahead” does not suggest anything Intel has to do to provide their technology to consumer providers. Perhaps it would merely suggest that they are trying to reposition but that would definitely not sustain for long.

Creating another sub-brand under the Intel umbrella could be an option in their new business vision.

I think it’s horrible. Why did they gave up the lowered “e”. They owned it … and I really can’t think of a reason not to keep it.
Same with the claim: intel inside was a dictum. “leap ahead” is just marketing blah. We’re all leaping ahead somehow, don’t we? At last we try too. So this is absolutely nothing unique.

I am abslutely stumped what they try with this step.

i agree with the anonymous poster who said they “owned the lower e.” true that. and it looks like they even changed the spot colour too. why?

but i can see them wanting to use a more futuristic and specific typeface. and they did incorporate the swoosh that they used in their “intel inside” slogan. so in a way i can respect their reasons for wanting a change, and the way they did it by re-incorporating familiar parts of the existing identity.

but that lower e is their money maker. that’s like taking away coca-cola’s red. you just don’t do that with a working brand. overall i prefer their old logo simply for that reason.