Leap ahead

When Intel decided to retire its 40-year-old logo, the challenge was far greater than updating a mark. Intel needed a future-forward identity as dynamic and innovative as the brand itself, that went beyond the familiar “Intel Inside.” As SVP, Director of Design, my role was to orchestrate this transformation across global agencies including McCann Erickson, FutureBrand, and R/GA. The result was a modernized masterbrand identity: hundreds of creative touch points and a ground-breaking system that launched the next generation of the global $167B brand.