If it ain’t broke…

Intel is changing the logo it has used for 37 years:

Intel Corp., whose marketing made its computer chips a household name, is changing its logo for the first time in 37 years.

The dropped “e” in Intel will be shed in favor of a swoop around the company’s name with the tag line “Leap Ahead.” The “Intel Inside” phrase, a fixture since 1991, will be dropped, Santa Clara, California-based Intel said yesterday.

As the Business 2.0 Blog points out, Intel has the fifth most valuable brand in the world. “Intel Inside” was a well done and often imitated brand. I’m not sure why they would give that up for “Leap Ahead”, which sounds so generic that it doesn’t say anything at all to me.

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