Cannes Lions

Visual Identity Rebrand

VMLY&R, Kansas City / INTEL / 2021

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Overview

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Credits

Overview

Background

Intel processors power the world and have for more than 50 years. But the brand known for putting the silicon in Silicon Valley was overshadowed by a perfect storm of product delays, aggressive new competitors and a tired message. Our brief was nothing short of “wake the sleeping giant” and catapult Intel into its next era of innovation, inspiration, and cultural leadership. With everything on the table — logo, globally recognized audio signature, tagline and visual language — Intel gave us the mandate to reinvent everything.

Idea

A dramatically simplified and confident new logo uses the brand’s heritage and equity to lay the foundation for a bold new vision. Surrounding the new logo, a dynamic and ever-evolving visual language system not only brings to life the Intel brand’s “catalyst” purpose but also uses a fresh and modern approach to free the brand from the visual clichés of the tech industry. We completely redefined Intel’s visual identity system to elevate the visual brand to that of a cultural catalyst on a mission to move the world forward.

Execution

Of particular note is the complete redesign of Intel’s product identity system, which Intel had cultivated for decades. We turned a tired design, full of faux metal bevels and cliched images of computer circuitry, into a dynamic visual identity system that gives its almost 40 products new and powerful individual identities, while connecting them under one cohesive family. For the first time, a diverse array of color was added to Intel’s palette to better reflect the impact Intel technology is making on our diverse world.

Outcome

From digital and physical marketing, film and video, employee engagement and experience, and environmental signage we created a visual experience worthy of Intel's ambitious purpose to create world-changing technology that enriches the lives of every person on earth.

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