Thursday, July 30th 2020

Intel Overhauls its Corporate Identity, Registers New Product Logos, "EVO Powered by Core" Surfaces

EVO is likely to become a prominent client-segment processor brand by Intel as it wades into the post-Core product generation. Intel just registered a large tranche of trademarks and logos with the USPTO. It begins with a re-design of Intel's corporate identity from the ground-up, including the company's main logo. A clean new typeface replaces the one Intel has been using since the original Core i7 from a decade ago. The brands are placed with simple geometric backgrounds with fewer color gradients. The brand extension (i3/i5/i7/i9) is located at the bottom-right corner.

The distinction between two logos, "EVO Powered by Core" and just Core i3, caught our eye. We speculate that EVO could refer to a new category of Hybrid processors (chips with more than one kind of CPU core), and could debut with "Alder Lake." The non-EVO chips could have only one kind of CPU core, and given the timing of this trademark application (July 2020), we expect it to debut only with the processor that succeeds "Tiger Lake," as notebooks based on the new chips may already be under mass-production. In any case, it's only a matter of the notebook ODM (eg: Quanta, Compal, Foxconn, etc.,) placing a sticker on the product or its packaging. It's also interesting to note the "powered by Core" subtext in the EVO branding. Intel could be using this to transition between the two brands.
Intel New Logo Evo Powered By Core Intel Inside New Logo
Update 20:02 UTC: Added registration data from US Patent Office:

Sources: momomo_us (Twitter), Core i3 logo (Justia Trademarks), EVO Powered by Core logo (Justia Trademarks)
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48 Comments on Intel Overhauls its Corporate Identity, Registers New Product Logos, "EVO Powered by Core" Surfaces

#26
KainXS
I guess core will be come the new pentium now, this is pretty much the same thing they did to pentium from the looks.(same story too)
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#27
OneMoar
There is Always Moar
lawyers are getting all wet and salivating
GIDDY UP
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#28
my_name_is_earl
Samsung: Get the lawyer here. Someone is try to register "Evo".
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#29
R-T-B
You guys all act like Intel wouldn't have licensed the term from someone as big as Samsung, if they felt it was trademarkable and thus a lawsuit risk (given it's association with "evolution" and the fact it is only three characters, it may not be).
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#30
Caring1
Chrispy_
Incoming lawsuits from Samsung and Mitsubishi in 3... 2... 1...
And Subaru.
Object55
I like how they use "EVO" although there hasn't been a single instance of Evolution in the past decade lol. Fix your damn design and then call it an EVO. FFS
Give them a chance, they just heard of the word evolution and they are practicing how to pronounce and spell it. :laugh:

Intel getting into car manufacturing now?
Ahhh the future, when you open the bonnet on your Evo and stare at the Core (reactor).
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#31
Crackong
AnY OnE WhO TyPeD LiKe tHiS cAn bE tHe iNtEl dEsIgNeR
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#32
watzupken
To be honest, I rather they leave the word Core behind and move on to a new name. What in the blazers is Evo powered by Core? If they want to shed Core and call it Evo, then so be it. But I feel Evo is quite a lame name.
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#33
PowerPC
halcyon
When your manufacturing and technology fails, put all your eggs in the marketing basket.

That's how downfalls begin.

Just learn from IBM.
It helped Microsoft
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#34
hat
Enthusiast
Man... The old logos were better.
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#35
mtcn77
PowerPC
It helped Microsoft
Microsoft went big on cloud.
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#36
londiste
watzupken
To be honest, I rather they leave the word Core behind and move on to a new name. What in the blazers is Evo powered by Core? If they want to shed Core and call it Evo, then so be it. But I feel Evo is quite a lame name.
The suspicion in the news tidbit that this means hybrid processors is probably correct. Lakefield now and Alder Lake in 2021 or 2022 will be part-Core and part-Atom. Evo Powered by core probably shows that mixture of different core architectures.
dragontamer5788
EMIB shows promise as a superior "chiplet" methodology compared to the passive, or active, interconnect that AMD is currently using. The EMIB bridge between a Xeon + Alteria FPGA is a major demonstration of its practicality.

They're definitely onto something. But Intel CPUs don't really have anything fashionable to connect to yet. Xeon + FPGA is too niche. The GPU project is key: it needs to be useful enough that people actually care when it comes out. Intel probably should split its cores into AMD-style chiplets for better yields, and use their EMIB technology to connect them together into bigger arrays that no one else can do. I dunno how many years Intel is away from doing this (or even if they're attempting to build something like this).
EMIB isn't exactly magic and probably someone will figure out a cost-effective alternative soon enough. AMD current chiplet design is traces over PCB, EMIB is comparable to interposer - meaning traces over silicon which have power and probably speed benefits - at a lower cost. Although we can see from Lakefield and Foveros that Intel is going to do interposers as well, depending on need.

If Intel is not trying to build some type of chiplet architecture for servers, they are idiots :)
I mean, there are the Xeon Platinums but this is imply not viable on 14nm at that scale.
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#37
Vayra86
So they can't even properly design a logo anymore then.

What the actual f is this? EVO and Core is just overlapping with surface colors, and you can just smell this is not a new company direction at all because they even say so: 'powered by Core'. In other words, they added a word to their line up. The typography of it is... pretty hideous. The 'e' stands out like a sore thumb... and its everywhere.

So EVOlution is practically grinding to a halt, I see. Thanks for clearing that up. This is just more bullshit to hide the absence of substance.
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#38
sumolDeLaranja
Their first logo, designed in the late 60s, actually looks more modern than any of these.
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#39
watzupken
londiste
The suspicion in the news tidbit that this means hybrid processors is probably correct. Lakefield now and Alder Lake in 2021 or 2022 will be part-Core and part-Atom. Evo Powered by core probably shows that mixture of different core architectures.
I think that makes sense, but still, I rather they just give it a different name altogether. The fact they created a separate name for the big/little architecture while keeping the Core series feels like this will be 2 separate CPU series going forward.
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#40
londiste
watzupken
I think that makes sense, but still, I rather they just give it a different name altogether. The fact they created a separate name for the big/little architecture while keeping the Core series feels like this will be 2 separate CPU series going forward.
I think you are right here - there might be 2 separate serious going forward. I mean, at least for now in mobile that is already happening and desktop is likely enough to follow. When it comes to naming not sure if Intel even could actually use BIG.little - probably not.
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#41
PowerPC
mtcn77
Microsoft went big on cloud.
With Windows, they are doing better than ever as well. And I think the biggest reason for this was that they rebranding massively and made everything (including company logo) look fresh and new... Windows didn't become better, arguably it might have even gotten worse. But people care about these things more than most are willing to admit. You can assume if people feel like something is new, they'll treat it as completely new as well. Forget old Intel, this is "new" Intel!
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#42
mtcn77
PowerPC
With Windows, they are doing better than ever as well.
I was just reacting on a recent Steve Ballmer quote.
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#43
GreiverBlade
for sure EVO does not fit Intel recently ...

Why "EVO" .... why not "STAGNATION" instead? Well at last it's not "REGRESSION" for the moment.
[/joking]can we sue them for false claim?[joking]

i wish they drop the PR and Marketing until they actually do something that would make them EVOlve (nope ... big.LITTLE is not an evolution, it is a reproduction of what other have already done, tho i do not anticipate a quad.QUAD or any other of that kind for regular PC ofc)

because new, imho ugly, logos is not what they need (not that their logo did find a place on the front of my computer ... they are rather on the inside behind the side panel window, but if they did look like that .... i wouldn't even place them here :laugh: )
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#44
Prime2515102
Chrispy_
Incoming lawsuits from Samsung and Mitsubishi in 3... 2... 1...
It seems Samsung never trademarked "EVO" on its own. If you look here it is with entire model names, so I'm guessing that's why Intel was able to nab it.

There are other EVO trademarks but they don't appear to be associated with similar products so I doubt Intel will get any grief for this.

Nothing comes up at all for Mitsubishi.

There are other EVO trademarks but they don't appear to be associated with similar products (I didn't go through them all though) so I doubt Intel will get much grief for this (I'm sure some will try, but it'll be flimsy).
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#45
dragontamer5788
londiste
EMIB isn't exactly magic and probably someone will figure out a cost-effective alternative soon enough.
I mean, the same could be said about 7nm and 5nm production. In the long term, my expectation is for all of these companies to figure out each other's technologies (or at least, alternative solutions that nearly accomplish the same goal). I guess you do have a point: EMIB (or a EMIB-like solution) could be figured by TSMC or other companies, negating Intel's advantage. But similarly, Intel could figure out 7nm (or 5nm) tomorrow and suddenly be in the lead again.

I guess the race is on (well, its always on). Intel needs to find a good use of its EMIB before other companies can replicate it and negate Intel's advantage.
AMD current chiplet design is traces over PCB, EMIB is comparable to interposer - meaning traces over silicon which have power and probably speed benefits - at a lower cost.
Hmm... I guess I assumed AMD's chiplets were an interposer. I guess I confused Vega with Zen.
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#46
XiGMAKiD
Still prefer the skulltrail logo I'm using as my profile picture :rockout:
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#48
remixedcat
EVO is one of the most worn out smackronyms ever.
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