Global Rebrand
Intel needed to become something new, without losing what made it Intel. We led the strategy behind a once-in-a-generation repositioning, taking one of tech's most insular brands and giving it a reason to matter far beyond the machines it powers.
From ingredient to catalyst.
Intel isn't just any brand: it put the silicon in Silicon Valley, and its co-founder mentored a young Steve Jobs. But growth had long been tied to PCs and servers, and the ground was shifting, meaning the company needed to reach beyond that core to survive what came next.
I led the strategy behind Intel's global repositioning, a major new-business win for VML and one of the most challenging rebrands in tech. We did it mid-pandemic, under real competitive pressure, distilling deep technical complexity into a single inspiring narrative.
Taking the infamously insular brand from ingredient to the catalyst that moves the world forward.
For only the third time in its history.
Intel evolved its iconic logo and revitalized its brand to be simple, confident, and transformational, while reflecting its impact on a diverse world. It wanted a visual identity worthy of a new era of human ingenuity.
Don't be encumbered by history. Go off and do something wonderful.
The Spark.
The foundation of the new Intel brand visual language is an iconic graphic device called “The Spark,” visually representing Intel technology as the catalyst for bigger, world-changing ideas. It shows up across every part of Intel's new identity and visual language.
Familiar, made new.
The new brand is a modern evolution, but it keeps strong visual elements of Intel's legacy marks, making it feel both familiar and new. The dot of the “i” represents the potential and power of the Intel processor.
Built to flex, market by market.
The color palette lets Intel localize marketing based on what resonates in different markets. Red carries real weight in Japan, for example, so campaigns there lean into more red, while other markets have room to customize their own visual campaigns without drifting from the master brand.
Do Something Wonderful, beyond the logo.
Intel's commitment to “Do Something Wonderful” extends past the identity system into life-changing innovation. Intel One Mono, a custom typeface, was released to help reduce eye strain and fatigue from digital devices.
Our new look represents our role as a catalyst for technology that moves the world forward. We want our new brand to serve as an indicator to our customers and partners that they can count on Intel to deliver leadership and drive the industry forward.
Success Highlights
Beyond “Intel Inside”
Led global brand and creative transformation strategy as part of a greater business transformation to capture new TAM in a rapidly changing tech environment, shifting from infamously “inside” to the catalyst that moves the world forward.
A Once-in-a-Generation Rebrand
Successfully rebranded the company for only the third time in its history, during the pandemic and a period of new product and competitive pressure from AMD to Apple.
We Kicked a Hornet's Nest
Cast former Apple “Get a Mac” actor Justin Long to front “Justin Gets Real,” a direct response to Apple's own break from Intel chips, which had turned a former customer into a competitor. Moved from brief to live work in two weeks. Went from zero to 2 billion impressions in the first 24 hours.
Grand Prix at Cannes
Partnered with Dell, Rolls-Royce, and the Motor Neurone Disease Association to help ALS patients bank their voice in minutes instead of months, condensing the process into a 1,000-word book. The work went on to win the Pharma Grand Prix at Cannes Lions.
Intel's Rebranding Reflects Who The Company Is Aspiring To Be
- WSJCovers Intel's choice of former Apple pitchman Justin Long to promote its PCs
- Ad AgeReports on Intel's hire of VMLY&R as its global creative agency
- ForbesCovers how “I Will Always Be Me” speeds voice banking for ALS patients
- CNNCovers Intel's new logo and what it signals about the company's direction
- The VergeBreaks down Intel's 2020 minimalist logo redesign
Talented Partners
Agency
VML Global
Creative
Ali Pierce
Global CCORobb Smigielski
CDOGlen Scott
CCOKathleen Wille
ECDDerek Clark
ECDKyle Gracey
GCDStrategy
Howard Laubscher
GSDBusiness Leadership
Amy Winger
Global Client LeadStephanie Antonelli
Abby Fraser
Ashley Pryor
Mindy Stomp