The new logo isn’t just a handy abbreviation of the name, but it fully focusses the brand on the object of its mission, our eyes. And there’s a nod to the brand’s long time owl mascot that only the eagle eyed might catch at first.
A Fresh Take on Brand Equity
While the flag icon in the original brand mark was a long established bit of brand equity, it was often confused with the visual cliches of many political candidate logos. With this modernization, we sought to maintain that uniquely American association of the brand name by extending the brand equity into a new universal design system. A refreshed Red, White and Blue color palette and distinctive stripe patterns ground the design with the brand name and strengthen the brand equity even further.
A New Brand Mission
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
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Brand governance has been running on an outdated model for too long, the brand guideline document.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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