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Intel has announced a new logo. This is a page with an example.
And this is the Intel CEO saying "When Eric asked me if I had any sacred cows, I said no. He asked, what around the dropped "e"? And I said if it makes sense, it's time to do it. He was given pretty free rein to change.
And when I saw [the new logo], it just jumped out at me. It reflected that change, where we want to go. There's a feeling of movement around [the new logo], and the tag line "Leap Ahead" certainly reiterates that."
And there you have over 30 years of brand equity and recognition swooped away.