A Million Wonderful Somethings

In 2020, VML completely reinvented Intel’s brand identity. At the heart of the rebranding was a focus on the brand’s most powerful visual symbol, the square ‘dot of the i’, showing the power and potential of Intel technology inside the world’s innovations.

So proud to see our ranking rise on Interbrand’s Best Global Brands. Our new brand captures our evolution through a focused platform that supports our future ambitions while staying true to our 52-year history.

Karen Walker

CMO, Intel

Intel has powered the world for more than 50 years. But the brand known for putting the silicon in Silicon Valley faced a storm of product delays, fading cultural relevance, aggressive competition and a tired message. They wanted a rebrand that would inspire global employees and prove to the world Intel continued to drive worldwide technology innovation.

Our brief was to “wake the sleeping giant” with a new brand identity built to launch Intel into its next ambitious era. Intel has a deep history of well-known and beloved brand equity, from their first ‘drop e’ logo to the ‘swoosh’ and the square ‘dot of the i’. Throughout its existence, Intel battled being an ingredient brand hidden inside other brands, so it was time to illuminate Intel's position inside every technology and industry powering the world.

To bring out what’s inside, the new logo and visual language system hyper-focused on the square dot, making it clear symbology for the technology sparking the world’s innovations. From a decidedly simplified and confident new logo built from the iconic forms of the past, to a dynamic and adaptable visual language, we redefined Intel’s visual identity system to elevate the brand beyond a technology company to a cultural catalyst that moves the world forward.

Three years into our full rebrand, Intel sought to reinvent the branding of their flagship line of consumer processors. Already on its 14th generation, the Core portfolio had grown overly complex, with over 60 brands across client and data center hardware. After much research and interviewing a few of Intel's power users, VML created new brand systems for the three consumer product tiers: premium, performance and value. We simplified the portfolio to a sleek 13 brands and reinforced the power and value of Intel Core processors.