Bringing a bit of magic to the new normal


As part of its steady rise to the top, Intel had invested in a number of sub-brands. But in the short time it took the company to dominate its category, the Intel product portfolio had grown difficult to manage. Increasingly technical, complex and product-focused, Intel risked missing out on the broader opportunities its innovations afforded.


We developed a new positioning to help Intel better connect with the world. A special idea—”Thrilling Leaps that Create the New Normal”—laid the groundwork for a new logo and visual system that bridged the company’s legacy and the equities of its largely product-focused “Intel Inside” swoosh.


The resulting modernised masterbrand identity signalled a new era for Intel with a dynamic, forward-looking logo that clearly represents the driven, catalytic and fascinating attributes of the next generation. Additionally, we also partnered with their ad agency (and our network partner) McCann WorldGroup to develop a brand platform and promise for all communications, this included the new tagline ‘Leap Ahead’ used for external communications and a new mission statement for internal audiences.