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International: IBM launches new tech logo

25-August-2001
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International: IBM launches new tech logo

IBM has launched new tech logo. The logo, a collaboration of IBM's in-house design team and several outside agencies, is part of a company push to flag IBM's success as a supplier of key components to consumer products.

Nintendo Corp. is the first marketer to use a new IBM Corp. logo that Big Blue hopes will hype its technological prowess, a move reminiscent of Intel Corp.'s ubiquitous "Intel Inside" program.

When Nintendo takes the wraps off its highly anticipated GameCube today in Japan, the console's packaging will sport the new IBM Technology mark. The GameCube is built with a copper PowerPC processor supplied by IBM.

IBM is a leading supplier of microprocessors, storage and other components to a variety of consumer devices including MP3 players, digital cameras, cell phones and handheld devices.

The logo could also appear on products, advertising and collateral material if marketers choose to deploy it that way. IBM has not determined whether it will use the logo program in its own advertising.

The program also allows IBM customers such as Nintendo access the IBM brand's cachet. At first glance, the logo program looks similar to Intel's "Intel Inside" co-op advertising program, but no money is exchanged.

The program extends to IBM's microprocessor business, storage and speech and voice technologies, and in the future, software. The costs to IBM are "fairly minimal.” IBM is not modifying its packaging or the products.

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