'Intel Inside' No More

Randall311 writes "The Inquirer is reporting that Intel is getting rid of its tagline 'Intel Inside' and plans to run a huge logo launch this January. Apparently the new logo has been seen in internal documents already. 'Intel Inside' has been with us since 1991. I guess now all thats left to update is the 'Idiot Outside' that doesn't know anything about using a computer."

Comments

speaking of new logos...

[FooAtWFU]

will it look as cremesaver-iffic as the new at&t logo?

Re:Is this a joke?

[BushCheney08]

How dare you even think of comparing the Inquirer to the Onion. The Onion is funny.

Memories

[Comatose51]

"I guess now all thats left to update is the 'Idiot Outside' that doesn't know anything about using a computer."

I laugh now but there was a time, when I first started using computers, I would look for "Intel Inside" badge on the PC case as a mark of quality. I didn't even know what that really meant or refer to. I just saw the Pentium commercials and TV makes an impression on a 12 year old's mind.

Re:More than one way to read that headline

[John Bokma]

Did you check all ICs on the motherboard, and extension cards? I always had a good laugh when back in the good old days Acorn Archimedes owners told how proud they were that their computer had no Intel inside. They probably overlooked most of the ICs on the motherboard. The fun got even better when Intel, via, via, got the license to make their own ARM implementation :-D.

What does Slashdot have inside?

[TubeSteak]

I wonder what /. is hosted on?

Intel/AMD/PPC/Other

And please, no "Beowulf Cluster" jokes, I really hope the IT guys hosting /. know better than to get anywhere near our cliches.

Re:What does Slashdot have inside?

[Docasman]

Shouldn't be hard to find out... http://slashdot.org/faq/tech.shtml#te050

Dude, you can't googlebomb with your sig

[quokkapox]

Busy googlebombing 'bunch of luddites' [mpaa.org].

Googlebot sees slashdot pages as Anonymous Coward, who does not see signatures. If you want to googlebomb, you have to either use the linked phrase in the actual message text, or in your personal url.

you're kidding right?

[Aqua OS X]

Wow, that's amazing. They TOTALLY botched that logo.

AT&T was revered by graphic designers for having one of the better corporate identities. Moreover, SBC wanted to migrate to the AT&T identity because its was so strong (which was a really really smart)... but then they go and do that to their logo. What a bunch of retards.

Some moron probably said "we need to make AT&T look friendly" ... which is a HIGHLY questionable direction. And then, who ever designed that thing really dropped the ball (no pun intended). It's the complete antitheses of the old logo.

Ohh well, enjoy the increased print costs, the shitty looking faxes, the inability to visually communicate strength and reliability, the countless bouncy ball jokes, and being used as an example of what not do at every AIGA event during the next year.

Re:you're kidding right?

[Aqua OS X]

hehe... and it's this mentality that just allowed SBC / AT&T to screw themselves.

There is a lot of cognitive psychology that goes into a good corporate identity. On the surface it looks pretty similar, but people will unknowingly interpret this brand differently. Trrrust me. Believe it or not, this stuff actually has a significant affect upon marketing and sales. There's piles and piles of data to support this.

Why you'd shell out millions of dollars for a new identity that will result in decreased sales? That's f**king duuumb.

Yes, it does.

[Aqua OS X]

Well, as a professional graphic designer, I know for fact that a good visual identity DOES help sales. Big time.

As a matter of fact, there is piles of peer reviewed academic psychological and sociological research supporting this.

Unfortunately, most corporate identities and marketing campaigns suck.

Re:What about the chimes in the commercials?

[pintomp3]

actually, it took ten days to record according to this article:

http://musicthing.blogspot.com/2005/05/tiny-music- makers-pt-1-intel-inside.html

ten days too long if you ask me, but anyway.

Outside the asylum

[dangitman]

Hmmm, I think the connection might be a bit less direct than that, but still relevant. Intel's marketing genius was to focus customer's attention on the mystical "inside" of the computer. This is not normal for consumer products, which are usually designed by the world's top designers and aestheticists to appeal to all the senses. but computers were just a really ugly, space-wasting box. Intel succeeds from diverting the customer's attention from the crappy hardware, the crappy OS and the crappy applications by positing this "magical" force inside the computer. So, the machine can be clunky and uncomfortable to use, but the customer is reassured by the idea of a magical processor that is worth more than gold.

Apple was the only one in a position to challenge this strategy. They made the computer itself to appealing and enticing, that you don't care what processor it has, or if the OS is not compatible with Windows. This was moderately successful, but back in the original iMac days, "what's inside" counted a lot more than it did today. Computers in general were still slow for the tasks they did, and small differences in processors made a huge difference to how much work you actually got done.

Today, processors are "fast enough" that most people won't notice a difference in their productivity with a faster processor. What matters more now, is ergonomics, compactness, and noise levels. And the overall usability of the machine, of course. not only that, processors seem to be at a plateau where they are not getting faster quickly - and an AMD, an Intel, or an IBM PPC isn't an issue for most people.

I think Intel saw this coming - and hence the Centrino campaign. Also, Intel have been trying for years to stimulate OEMs to make more interesting-looking and innovative PCs. They release the "concept PC" ideas in the hopes that someone will manufacture it. It's been a total failure for them. OEMs weren't interested in deviating from standard cases - and Intel's concept designs sucked so bad that nobody would buy them, anyway.

Intel knows that Apple owns the outside of the computer, and they own the inside. Together, the companies are thinking through the box, rather than inside or outside it.

reminds me of SGI

[couch_warrior]

It has been my personal exprience that a new logo comes just before a company falls into serious decline. Like when the former giant International Harvester (remember the "Scout") became *wince* Travelstar, or when the mighty Burroughs transmuted into the wimpy Unisys. Of course the name doesn't always change, I worked at SGI when they paid a consultant a reported $10M to convert their logo from the gleaming silver cube to the lower case letters sgi half-falling off the bottom of the page. Prophetically this happened just before the bottom fell out of sgi, and they began 15% layoffs every quarter.
Reinventing the corporate image is one of the things management types do to divert attention when a company is circling the edge of the toilet bowl...