unINTELligable move

I am certainly not the first to comment on Intel's new logo, but after reviewing others thoughts, I thought I needed to add to the pile. Plus, I was going to comment on it way before Adrants and others did, but I am not in this for the journalistic prize of being first to break anything.

Perhaps I am most interested in this subject because I am brand loyal, in the best ways, to Apple, and with the impending move to the Intel chips in all of Apple's computers, I have been reading more and more Intel stories. I recall when the announcement was made, I was fairly impressed with Steve Jobs' ability to sell me on the move. Of course, no one wanted to allow the "enemy" into the conversation, and especially not into our computers! But when the enemy is really positioned as Microsoft and the prospect of beating the dark side with their own medicine, the idea of changing to Intel sounds a whole lot better (plus it seems like it all works already).

My biggest objection was the idea of having one of those hideous intel logos on my beautiful Mac. I thought a lot about how Jonathon Ive would hide the logo in new computer designs, or if Apple included logo placement rules in their contract with Intel. My best thought was that they would take the original logo (sans loop) and print it in a darker grey with other small logos on the back of iMacs, iBooks, PowerBooks, etc.

At the most recent Consumer Electronics Show in Las Vegas, Intel launched their new logo (right), and I must say it is hideous.

First off, can we leave the ellipse behind, my fellow designers? Everyone from ESPN to Samsung has tried it, and it's not going anywhere new. We should be shot on sight for showing any client a logo that incorporates an ellipse. Second, the baseline-shifted "e" in the original logo was at least something that Intel could own and use as a point of visual differentiation. Now, the logo lacks little in the way of unique characteristics, and could be typeset for any conceivable technology company.

To prove my point, remember when Steve Jobs announced the move to Intel chips for Apple? All he had to do is say "It's true.", show an image of those words, with the dropped "e", and everyone knew what he was saying - the rumors of Intel and Apple joining forces was more than a rumor.

That dropped "e" had value and could communicate for the entire company. Ultimately, that's why I am so confused as to why Intel would choose to make such a change.

The new tag line is "leap forward" and that has me a bit puzzled, too. "Leap forward" is one of those "calls to action" I don't understand, because I don't get if I am supposed to leap forward, or if Intel is leaping forward, or if it's supposed to mean both and ultimately why I should care.

"Intel inside" was nice because it had equity in the chip... the product. I knew if I saw "Intel Inside" I had some ability to believe that there was a superior chip inside that computer, not because Intel said "We make better chips!" but because they had proven it with market share, reliability, etc. Plus, it was great for PC manufacturers who used the chips, because people actually looked for the logo before buying. I don't' think a label that says leap forward has any believability to it, nor is it compelling enough for me to buy any product bearing the slogan.

Alright, enough bashing. I just wish that if I was going to become brand loyal to Intel, that they would have given me something in this major change to believe in, or just kept their former work going.