Feeds

Intel chips get new logos, star treatment

Confusing the masses

  • alert
  • submit to reddit

Top three mobile application threats

Intel has introduced a new and flashier set of logos for their consumer-level processors and processor-cum-chipset combos, along with a star-rating system that may generate more trouble than guidance.

The new logos feature the familiar Intel logo above the marketing names of Core i7, Core 2, Centrino, Centrino 2, Atom, Celeron, and Pentium, with small print below listing qualifiers such as Extreme, Duo, Quad, and vPro.

The upper-right corner of the logos show a slice of a chip die in chip-like colors for the Core and Centrino families, but - oddly - in blue for the others.

One blue-chip logo has no family name, just the time-honored "Intel inside" slogan. All the other logos include the term "inside" in the lower-right corner.

While the busy-looking round-edged rectangles may win no awards for design simplicity, when slapped on the bodies of laptops and desktops on the crowded shelves of Circuit City Best Buy they'll supply PC foragers with information about the processor powering a purchase they're pondering.

Intel's new processor logos

Intel's extended family, all in new clothes

The new star-rating system, however, may end up being more trouble than its worth.

These rankings divide the Intel desktop and notebook offerings into five groups in ascending order of potency, with the one-star Celerons clinging to the bottom rung and the top-flight Core i7s and Core 2s standing proud on the five-star top rung.

While the star-rating system is a noble goal, it has one fatal flaw. Processors will inevitably slip down the ladder. And when they do, their rankings may change in Intel's marketing department, but not necessarily on shop shelves or salesfolks' minds.

When this first round of rankings expires at the end of September 2009, the confusion will begin. In early October, expect even those highly trained, whip-smart Best Buy sales associates to be flummoxed when trying to explaining why yesterday's laptop with a three-star Core 2 Duo mobile processor is as capable as a laptop that arrived after the Core 2 Duo mobile was re-starred at two.

Atoms, by the way, aren't star-ranked, so don't expect to see netbooks with such stickers anytime soon. Xeons haven't yet been either new-logoed or star-rated.

Which is fine. Netbook buyers have little reason to compare performance, and Xeon buyers don't need the help. ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Feast your PUNY eyes on highest resolution phone display EVER
Too much pixel dust for your strained eyeballs to handle
Samsung Galaxy S5 fingerprint scanner hacked in just 4 DAYS
Sammy's newbie cooked slower than iPhone, also costs more to build
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Rounded corners? Pah! Amazon's '3D phone has eye-tracking tech'
Now THAT'S what we call a proper new feature
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Leaked pics show EMBIGGENED iPhone 6 screen
Fat-fingered fanbois rejoice over Chinternet snaps
US mobile firms cave on kill switch, agree to install anti-theft code
Slow and kludgy rollout will protect corporate profits
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.