The world's leading chip maker Intel announced on Jan 3 to change its advertising phrase "Intel Inside" and "dropped-e" logo, which was created 15 and 37 years ago respectively.

Intel's "dropped-e" logo will be modified, the spokesperson of Intel China told reporter with the Beijing Times. The new logo, which reflects Intel's identity and missions, represents a milestone in Intel's history. Intel wishes to alter consumer's impression of Intel as a pure chip maker, and hopes to present itself as a solution company, the spokesperson said. Its well-known advertising phrase "Intel Inside" will also be replaced by "Intel. Leap ahead".

Intel occupies nearly 80 percent share of computer CPU market. It had begun to mull changing the logo since January 2005 when the company announced a corporate realignment that resulted in the establishment of five new business groups that target platforms. On one hand, Intel's new logo and slogan reflect its transformation from a traditional chipmaker to an innovative company focused on mobile, digital home, enterprise and health. On the other hand, the new logo signals computer processor is no longer the sole area in which Intel operates although its rival AMD is putting immense pressures on Intel.

By People's Daily Online