Robb Smigielski, Chief Design Officer
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Intel Global Rebranding

Intel has powered the world for more than 50 years. But the brand known for putting silicon in Silicon Valley was facing a storm of product delays, aggressive competition and a tired message. VML “woke the sleeping giant” with a new brand identity that launched Intel into its next ambitious era. 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. Our work pushes the brand beyond the technology space to become a cultural catalyst that moves the world forward.

While full of visual references from all across the brand’s history, the new Intel logo is a confident and boldly modern new vision for the company.

 

A Visual Language, Not Just a Logo

 

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Full Case Study

 

Branded Illustration

 

Because billions of people across the planet rely on Intel, we knew we needed to create an illustration system inclusive of all of them. What emerged was a vibrant, endlessly modular toolbox of characters, technologies, scenes, and animations to express almost anything—and one of the most comprehensive corporate illustration systems ever created.

 
 

Invisible Technology

 

The deeper we developed the brand’s visual world, the more we realized we needed to bring out the invisible parts too. Not just redefining how technology looks, but also how it impacts everyday life in areas from wifi access to workplace safety to medical care, via AI, autonomous devices, connected devices, and so much more. We called it “branding the invisible” and created an extensive campaign built from the rebrand's visual language, especially the Spark, that introduced a whole new angle of Intel to the world—as a reminder it powers many of the world's most wonderful things.

 
 

Sonic Branding

 

The Intel audio signature (lovingly referred to at Intel as the “bong”) is one of the most recognized assets in the world. however, the audio signature had fallen behind in attrbution and appeal with younger generations not familiar with Intel’s long legacy on TV. We refreshed the bong, with a less technical and more human feeling as well as activating a wide variety of customizations in length, instrumentation and intensity.

 
 

Product Brands

 

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Packaging

 

Intel produces over 55 million pieces of consumer and B2B packaging every year. Along the entire process of our multiyear rebranding efforts, we modernized and formalized a new consistent and breakthrough graphic language for all Intel packaging, collaborating on new form factors, unboxing experiences for special editions, and printing and proofing support across the global effort. 

 
 

Governance

Brand governance has been running on an outdated model for too long, the brand guideline document. The reality is that modern brands need to be far more dynamic, constantly evolving and adjusting to creative and functional demands all the while maintaining the level of consistency the makes a brand into a brand. With our 4+ year relationship with Intel, we broke the mold of overly relying on documentation alone and the one and done hand off of assets, into an ongoing partnership and collaboration that uses a wide variety of modern tools to elevate brand governance from a punitive policing force, into a transformative effort in brand success. 

 

Brand ARchitecture

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