Big Blue aims to emulate Intel’s highly successful ‘Intel Inside’ third party branding program with a new IBM Technology logo.

First to use the logo is Japan’s Nintendo Corporation, whose new GameCube console incorporates IBM technology. Launching today, GameCube’s packaging will feature the new IBM Corporation logo.

Designed collaboratively by inhouse and external agencies, the IBM logo will adorn a wide range of third party products that use its components – among them digital cameras, cell phones MP3 players and other hand-held gizmos. The logo will also cover IBM's microprocessor business, storage and speech and voice technologies and, eventually, software.

Explains IBM director of identity and design Lee Green: “We've developed this mark to create recognition for IBM as a leader in providing advanced technologies. We're interested in making what would otherwise be invisible visible.”

News source: Advertising Age - Daily Deadline