Intel TLM

As Intel transitions from a product-centric brand (Intel inside) to a partner brand and data centric company(2020), Group of Humans, as a key creative partner, was asked to advise on how best to reset the perception of Intel, both internally and externally—particularly in the area of Technology Leadership where Intel’s percieved position had been eroded by comptitors like AMD.

Our concept has been to align and reduce Intel’s overall brand messaging and visual output. This allows the new brand direction to gain maximum amplitude, and be a visible change across Intel, and to their partners and the public. In order to show this change we have reduced the colour pallet, and graphical metaphors, dialled back the use of Intel blue, and replaced these with a purer, cleaner pallet that will refresh the brand and identify its moment of change.

We started by developing a system that shows each of the six core pillars of Intel’s technology having equal importance. A system based on a shape with six sides, six nodes six axes: the hexagon Intel’s core business output is defined by numbers: Size. Speed. Processing power. When numbers move from the theoretical into the physical world they become pattern, rhythm and geometry. We arrived at six geometric forms, with a hexagon as their base, to represent The Six Pillars.