Case Study: Intel Rebuilds Its Brand Identity with VMLY&R

Intel simplifies 60+ brands into 13 with VMLY&R

Intel, a major technology company, faced significant challenges including product delays, fading cultural relevance, and aggressive competition, which led to a tired brand message. They engaged the vendor VMLY&R to conduct a comprehensive rebranding to inspire global employees and reassert their position as a driver of worldwide technology innovation.

VMLY&R completely reinvented Intel's brand identity with a new visual language system hyper-focused on the brand’s iconic square ‘dot of the i’ to symbolize the technology inside the world’s innovations. Three years into the rebrand, VMLY&R also simplified the branding for Intel’s flagship Core processor portfolio, reducing it from over 60 brands to a sleek 13. The successful rebrand helped elevate Intel beyond a technology company to a cultural catalyst and contributed to its ranking rising on Interbrand’s Best Global Brands list.

Intel