ONE of Swindon's largest employers is set for a new year makeover.
Intel, the world's largest computer chip maker which has its European headquarters in Pipers Way, Swindon, is to change its logo for the first time in 37 years.
And the firm is to ditch its Intel Inside tagline for the new phrase Leap Ahead with the major rebranding reinforcing the company's commitment to shift away from its core PC business into digital media products.
The original Intel logo featuring a lowered e' will be replaced with the one showing an oval swirl surrounding the company's name.
Intel said that although the Intel Inside tagline will disappear, it will retain a marketing programme with that name.
Intel, which has 78,000 employees worldwide, was founded in 1968 and created the world's first microprocessor in 1971.
In Swindon, the chip giant employs a staff of more than 1,000.
Last year, Purton-born Donald J MacDonald, who attended Bradon Forest School and Swindon College, was appointed Intel's vice-president of sales and marketing (worldwide branding and campaigns).
The company's rebranding is set to be officially unveiled by chief executive Paul Otellini during the Consumer Electronics Show in Las Vegas today.
And Chris Hogg, company spokesman in Swindon, and the group's marketing manager for UK and Ireland was thrilled with the new logo.
"We are regarded as the fifth most valuable brand in the world and the new logo will help the evolution of our multi-dimensional company."
The California-based company is rolling out the rebranding just weeks after it elevated Eric Kim to the role of chief marketing officer. He said: "Intel, Leap ahead" is a simple expression that declares who we are and what we do. This is part of our heritage. This evolution will allow Intel to be better recognised for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace."
The change in Intel's brand is the first step in a billion dollar marketing campaign and the company plans to introduce a new chip called Core to complement its Centrino laptop and Viiv home entertainment components.
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